The Lumistella Company Celebrates 20 Years of the Elf on the Shelf
'We're celebrating our beloved Scout Elves by extending their legacy in new and exciting ways,' said Christa Pitts, co-founder and co-CEO of The Lumistella Company. 'As we celebrate 20 years, we remain focused on evolving the Santaverse and the experiences of our fans, introducing them to new stories, traditions and opportunities to enhance their relationship with us through partnerships that are reflective of our values and passion for meaningful storytelling.'
For the first time ever, The Elf on the Shelf is joining the Hallmark Christmas Experience as a proud partner, offering families festive, holiday-themed Create & Learn workshops and hands-on activities inspired by the cherished brand. Weekends from November 28 - December 21 in Kansas City, MO, guests will be able to meet the Scout Elf as they make the season bright.
'We are excited to welcome The Lumistella Company as a Hallmark Christmas Experience partner,' said Chris Stathos, Head of Partnerships for Brand Experiences at Hallmark. 'This collaboration allows Hallmark fans the opportunity to participate in the magic of The Elf on the Shelf through a special 'Elftacular Ideas' course at the Hallmark Christmas Experience where you can learn the best tips and tricks to inspire your Scout Elf's scenes this holiday season.'
As part of the ongoing 20th anniversary celebration this summer, The Lumistella Company also brought the magic of the Santaverse to life through new experiences and announcements across publishing, gaming, and major pop culture events:
The Rise of Nicholas the Noble – The Lumistella Company debuted the enchanting trailer for its first-ever middle-grade novel, written by co-CEO Chanda A. Bell. Hitting shelves on September 16, the tale explores the untold origin story of Santa Claus—long before he was known by that name.
Fandom's Annual San Diego Comic-Con Party – At the world's largest pop culture convention, the Scout Elf made its SDCC debut at Fandom' s annual celebration at the Hard Rock Hotel spreading cheer among the VIP guests along with a Santaverse-themed scavenger hunt.
The Elf on the Shelf: Christmas Heroes – In partnership with Outright Games, The Lumistella Company released the premiere trailer for the franchise's first-ever video game, coming to consoles on October 17th 2025 .
Continuing to spread joy tied to their iconic characters, The Lumistella Company previously announced additional products:
The Elf on the Shelf: A Christmas Tradition, Limited 20th Anniversary Edition Box Set – This exquisite box set includes a newly updated Santa's Official Scout Elf with flexible limbs and added posing power for even easier elf scenes; a limited-edition luxury loungewear set; and a limited-edition keepsake The Elf on the Shelf Scout Elf ornament.
Frost Pips™ – Following the popularity of the original The Elf on the Shelf elf babies last year, a new adorable line of elf babies is back for 2025, adding baby versions of Elf Mates ®, Santa's chef, toy maker and cobbler elves who share kindness and goodwill with all.
Elftacular Year-Round Celebration Set – From Valentine's Day to St. Patrick's Day, and through Halloween. This set of elf clothing is designed to keep Scout Elves stylish and ready to celebrate any seasonal occasion throughout the year.
Elf Kits – A Santa-endorsed props kit filled with trend-forward accessories that make it easy to create 24 days of magical elf scenes, helping fans take their holiday traditions to the next level.
Looking ahead to the holiday season, The Lumistella Company is continuing to expand its footprint through a number of exciting licensing collaborations in Q4 with Kinder Chocolate ®, Beaches Resorts, Better Sleep, Flipz, Basic Fun, MGA and Mattel's American Girl, further underscoring the company's commitment to delivering magical moments and meaningful experiences for families around the world.
CCA and B, LLC d/b/a The Lumistella Company is the company behind Santaverse ™, the official source for the stories of the enchanted world of Santa Claus. Family-owned and women-led since 2005, the company's portfolio includes a number of iconic Christmas brands, including: The Elf on the Shelf, Elf Pets, and Elf Mates. As a global company operating in 29 countries, on 6 continents with 100+ licensees, our purpose is to make joyful family moments possible around the world. To learn more about The Lumistella Company, please visit https://lumistella.com/.
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