The Lumistella Company Expands New Santaverse Ahead of 20 Years of Elf on the Shelf

The Lumistella Company, home to the world’s most beloved Christmas brands, will showcase its new Santaverse—the enchanted world of Santa Claus—at this year’s Licensing Expo (May 21st—23rd, Mandalay Bay Convention Center, Las Vegas). The company will unveil new characters, exciting releases including a family cookbook, a middle-grades novel featuring the origin story of Santa, new offerings in the digital gaming space, and a preview of its 20th Anniversary initiatives for its premier brand, The Elf on the Shelf in 2025.

Highlights from The Lumistella Company will include but are not limited to:

• A Universe of Magic and Mystery Revealed – Alongside perennial favorites, including The Elf on the Shelf, Elf Pets, Elf Mates and the enchanted arctic fox, Noorah, The Lumistella Company expands the world of Santa Claus with an exciting lineup of new characters, products, and stories under their Santaverse umbrella. 2024 brings yetis from the SnoBiggie collection, new charming Bogie pals, Frost Pips™ baby elves who bloom from magical frost flowers, and more.
• New Middle Grades Novel – The Origin Story of Santa Claus – A publishing partnership with HarperCollins provides an exciting new immersive storytelling experience through a debut middle-grades novel series revealing the epic origin of Santa Claus (HarperCollins Children’s Books, September 2025).
• The Elf on the Shelf Family Cookbook – Fans will also experience the recipes, activities, and holiday magic from Scout Elf bakers and Mrs. Claus’ Sweet Shop inside the highly giftable “The Elf on the Shelf Family Cookbook” (William Morrow, September 2024).
• The Elf on the Shelf Brand Turns 20! Lumistella Gears Up for ‘Santaversary’ Celebration – The Lumistella Company is pulling out all the stops for the 20th anniversary of its iconic brand, The Elf on the Shelf! 2025 will feature an entire year of new product rollouts, partnerships, limited editions, exciting characters, consumer activations, and more.
• New Digital Gaming Partnerships – In 2024, The Lumistella Company is partnering with Toikido to bring the magic of Santa’s North Pole to Roblox with “The Elf on the Shelf Experience in Piñata Smashlings.” Fans can also anticipate the launch of “The Elf on the Shelf” console game in 2025 via Outright Games, available on Nintendo Switch, PlayStation 5, PlayStation 4, Xbox Series X/S, Xbox One and PC.
• Expanded Licensing and Partnership Program – Tracy Hanchett, the company’s first VP of Licensing and Business Development, will lead new efforts to seek out innovative new collaborations and co-branding ventures across all of The Lumistella Company’s Santaverse brands.  Strategic support from the company’s newly formed Brand Partnership Committee will also drive unique and exciting opportunities.

“With The Elf on the Shelf brand’s Santaversary in 2025, we are excited to share a sneak peek at what the industry can expect as we highlight 20 years of elftastic stories,” said co-founder and co-CEO, Christa Pitts. “Through our partners and products, we aim to extend the magic of our Santaverse of characters to even more families worldwide. Together, we will continue to inspire imagination and bring joy to hearts everywhere.”