Agency on board to grow and manage the UK and Eire licensing for popular brand.
Rocket Licensing has been appointed to manage the UK licensing for The Elf on the Shelf brand.
The Christmas story of how Santa’s scout elves are sent into people’s homes has become something of a tradition since the children’s book was published in 2005.
More than 12 million box sets have been sold to date in the US, while the festive brand has also inspired an animated film, website with interactive games and activities, a large social media following, several apps and licensed merchandise.
In the UK, The Elf on the Shelf distributor Baby Republic has sold more than half a million box sets. In 2017, The Elf on the Shelf was the number one toy for Christmas on Amazon UK, while DVD sales for An Elf’s Story have been strong with 100,000 units+ sales annually.
Rocket will be focusing on a number of categories including gifting, Christmas decorations, apparel (including nightwear and loungewear), social stationery, homewares, food and confectionery, partyware, dress-up, games and puzzles and accessories.
New licensees will join a roster already including Dreamtex and Design Group.
Initial licensing announcements are expected soon, with the first phase of product launches to take place in autumn/winter 2018, together with news about TV placement for The Elf on The Shelf movies.
Rob Wijeratna, joint md of Rocket Licensing, said: “The phenomenal success of The Elf on the Shelf book and Scout Elf has, not surprisingly, inspired strong demand for related product here in the UK and Eire.
“This is the perfect brand for Christmas product and gifting, and we have already received a hugely positive response to the brand from potential UK retailers and licensees.”
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