Apparel, novelty confectionery and publishing to launch across Australian and New Zealand retailers this year.
Merchantwise Licensing has been appointed by The Lumistella Company as the Australian and New Zealand licensing agent for the global brand, The Elf on the Shelf.
Building upon the brand’s presence in the two countries, Merchantwise Licensing has secured licensing partners Mitch Dowd for apparel; Hinkler Books for novelty publishing; Park Avenue Foods for novelty confectionery; and Australia Post for collectables.
Launching in time for Christmas, Mitch Dowd’s themed sleepwear and outerwear for infants and kids will launch in Australian retailer, Best & Less with a dedicated in-store marketing campaign and PR support. Best & Less will also retail for the first time The Elf on the Shelf: A Christmas Tradition box set and Plushee Pals huggable plush through local distribution arm, Product Management Group.
In addition, Mitch Dowd will also launch a range of specially packaged The Elf on the Shelf pyjamas for the entire family in BIG W.
Hinkler Books will release three novelty publishing products into Kmart in Australia and New Zealand, while Park Avenue Foods will launch confectionery products into the retailer.
In New Zealand, Park Avenue Foods will launch an Advent Calendar for Countdown NZ.
The licensing festivities will also extend to a Collectable Stamp Pack and Postal Numatic Cover with Australia Post in November, while event partner, The Entertainment Store, will secure character appearances and events throughout December.
The ScentreGroup will also continue its partnership with The Elf on the Shelf for 2020 with a range of branded craft activities, 12 days of hide and seek Facebook competition and photo moments at Westfield shopping centres across Australia.
“Like children all over the world, Aussie and Kiwi kids eagerly anticipate the Christmas season to enjoy The Elf on the Shelf experience with their family and friends, so we are thrilled to be representing The Lumistella Company’s The Elf on the Shelf brand in Australia and New Zealand,” said Kerryn McCormack, general manager licensing at Merchantwise Licensing.
“Together with Mitch Dowd, Hinkler Books and Park Avenue Foods, as well as our other partners, we very much look forward to launching these first licensed products to market and their great success.”
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