Last Christmas over 2m Elves Behavin’ Badly were sold during the run-up to Christmas Day.

PMS International Group has appointed creative agency AB to help continue its promotion of Elves Behavin’ Badly.

Every year the elves are sold in thousands of retail outlets including 48 nationwide retailers across the UK, , including Tesco, The Works, The Range, Poundstretcher, Morrisons and Asda. The annual elf phenomenon sees adults buying the toys to trick, surprise and shock their friends, family and colleagues. With a whole cast of characters including Elfie, Elvie and Rudie the reindeer, the brand presents plenty of opportunities for japes and jokes during the festive season.

This year the brand will benefit from an advertising campaign from the creative team at the full-service agency AB, which is particularly well known for its edgy, boundary-pushing campaigns.

Paul Beverley, MD at PMS International, said: “With its expertise in film, digital marketing, brand and creative design, AB offers our cheeky elves a really exciting opportunity for 2019. The festive season is a chance for everyone to relax and unwind. Elves Behavin’ Badly are the perfect way to have a bit of fun and bring some mayhem to all those office parties and long family lunches. We can’t wait to let the elves loose at the end of October. The Elf Season nicely and hilariously fills the gap between Halloween and Christmas.”

Ed Burnand, a partner at AB, added: “We’ve got some really fun ideas up our sleeves to further spread the word about Elves Behavin’ Badly this year. We’re on Christmas countdown already; we’ve made a list, checked it twice, and we’re looking forward to being naughty, not nice. Let the mischief begin.”