Company is experiencing significant increased retail distribution and demand in the UK and Ireland.

The Elf on the Shelf reported a 20% increase in sales YOY in 2017, with the brand, which was listed as Amazon UK’s No. 1 toy, growing steadily over the last decade.

For 2018, the brand’s 10th Anniversary, The Elf on the Shelf is joining forces with the No. 1 UK home entertainment distributor, Universal DreamWorks, to launch a new animated special Elf Pets: Santa’s St. Bernards Save Christmas, which will be premiered at a special VIP screening in London later in the year. This new animation will support the brand’s top selling seasonal DVD, An Elf’s Story.

The company will also invest heavily in media and digital marketing, focusing on the family-friendly attributes of the brand. The Elf on the Shelf will launch a new website and activate a comprehensive national marketing and PR campaign with a strong influencer and celebrity outreach programme. The campaign will build on the social mentions from celebrity fans in 2017, including the Beckhams, Billie Faiers and Holly Willoughby. There will also be a series of nationwide retailer events, finishing with a Christmas spectacular in London, and a major seasonal partnership with the world’s best-loved breakfast brand, Kellogg’s.

The Elf on the Shelf will also increase content for a localised social media campaign, including the creation of a UK Instagram channel, local video content, and competitions specifically for fans in the UK and Ireland. Consumers will be able to join in the fun and conversation with this family-run global brand, which already has over 2.4m social followers.