Peanuts Worldwide named Elf on the Shelf licensing agent
Will launch global program
Playthings Staff -- Gifts and Dec, 7/19/2010 4:43:16 PM
NEW YORK - Licensing company, Peanuts Worldwide will serve as the merchandise licensing agent for The Elf On The Shelf: A Christmas Tradition brand. Since 2005, the beloved tradition has reignited the spirit of Christmas with the story of a magical scout elf which answers Santa's age-old question of "who has been naughty or nice?" Supported by an organic word-of-mouth campaign, the story has captured a fiercely loyal audience and has continued to grow exponentially with more than 1 million copies sold.
Based on the tradition Carol Aebersold began with her family in the 1970s, this cleverly rhymed children's book explains that Santa knows who is naughty and nice because he sends a scout elf to every home. During the holiday season, the elf watches children by day and reports to Santa each night. When children awake, the elf has returned from the North Pole and can be found hiding in a different location. This activity allows The Elf on the Shelf to become a delightful hide-and-seek game. Each Tradition-in-a-Box comes with its very own scout elf, a hardbound children's book and keepsake box for easy storage. The Elf on the Shelf website, www.ElfOnTheShelf.com, delivers high traffic especially during the peak Christmas season with over 30,000 unique visitors every day.
Targeting children ages 0 to 8 years old and their families, Peanuts Worldwide will offer a global licensing program that will initially focus on social expression product, ornaments, stationery, holiday décor, gifts, interactive, confection, apparel and accessories.
"Through the licensing program with Peanuts Worldwide, we are looking to expand our product portfolio which appeals to our current customer base and ignites interest from new customers," said Christa Pitts, chief operating officer for CCA and B, publisher of "The Elf On The Shelf: A Christmas Tradition."
Since the launch, CCA and B has expanded the classic book to include plush elves, an activity book, and a Claus Couture elf clothing line. Fans of the brand flock to its Web site and social media channels.
"There are very few compelling holiday properties," said Joshua Kislevitz, senior vice president, domestic licensing at Peanuts Worldwide. "The Elf on the Shelf brand has quickly become a Christmas tradition cherished by children and families. Retailers and licensees now have an incredible opportunity to provide consumers a new, but already well-known and loved family offering."
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