2014 Overview

After nine years in business and more than 8 million box sets sold, The Elf on the Shelf® truly became a household name, with nearly 30,000 followers on Twitter, close to 1.2 million fans on Facebook and about 60,000 Instagram followers. The title continued to sit atop best-seller lists and was a fixture in the annual Macy’s Thanksgiving Day Parade®. This year saw the launch of the company’s first literary brand extension outside of The Elf on the Shelf® in November when Elf Pets®: A Reindeer Tradition was introduced, selling upwards of 250,000 copies. Given the strong visibility and popularity of The Elf on the Shelf® brand, the words “Elf Pets” received a registered trademark from the US Patent and Trademark Office shortly after the book was released, ensuring its protection and setting up the would-be series to be a perennial favorite. CCA and B also made a push into international territories by creating distribution partnerships for The Elf on the Shelf® in Mexico, the UK and Ireland, while back in North America, intense promotional efforts for all three core The Elf on the Shelf® traditions took the U.S. and Canadian markets by storm. Three new television ads aired, and an aggressive school book tour and PR campaign were launched. With more products than ever before, and more than 40 licensing partners across all key categories and channels of distribution, CCA and B looked to its digital program to also keep pace. With a staggering 5 million unique visitors accessing the site in 2014, the company invested in a much needed face-lift for elfontheshelf.com. The goal was to provide the content and user experience the consumers were looking for. As part of the improvements, the website’s games were revamped, and two new apps were introduced as well. By year’s end, the company had 60 people working directly for Santa and was positioned for another aggressive push toward international expansion with its concentrated line of products focused on creating meaningful family moments for children of all ages.