The Elf on the Shelf licensing drive gathers pace

Rocket Licensing confirms multiple UK deals for popular book property.

Rocket Licensing has unveiled a plethora of UK deals for The Elf on the Shelf.

This Christmas’ campaign will see new product launches across apparel and publishing, as well as an extension to the successful home textiles range.

Aykroyds & Sons and TDP Textiles are planning a range of nightwear and underwear for children and adults, while Fashion UK and Global Licensing are on board for daywear.

The initial range will include children’s t-shirts, fashion tops and knitted sweaters for 2018, while there are also plans for a wider range next Christmas covering hoodies and sweatshirts, skirts, dresses and jackets for adults and children.

In addition, Roy Lowe & Sons is planning a range of The Elf on the Shelf socks for children and adults, as well as sock gifting.

Also launching in Q4 is The Elf on the Shelf Bumper Activity Book from Hachette Children’s Group, while a magazine deal has been secured with Immediate Media. This will see a series of fun pages included in the December issue of Toybox magazine.

Existing The Elf on the Shelf licensees are also building the brand for Christmas 2018.

Home textiles partner Dreamtex has expanded its product range to include cushions and towels, in addition to bedding.

IG Design Group has developed gift wrap and bags, while Amscan is launching to balloons into retail in September.

Other key official partners for the brand include Baby Republic, the exclusive UK distributor for The Elf on the Shelf: A Christmas Tradition box set.

“The hugely positive response we have received to The Elf on the Shelf from potential licensees and retailers has very quickly translated into significant signings and some really fantastic product entering the UK market this Christmas,” said Rob Wijeratna, joint md at Rocket Licensing. “Looking forward, we are excited to grow the licensing campaign for this timeless and unique brand even further for 2019.”