Entering its second decade, CCA and B’s product line had become the defining face of the Christmas season. With its original goals realized, the company began redefining their vision and mission by focusing on consumer products, immersive family experiences and entertainment-based content. To embrace the challenge, a team of animators was hired, and by yearend, 77 employees were working to tackle the lore of the North Pole. In Japan and Australia, Scout Elves became available for adoption for the first time. New brand extensions debuted. Elf Pets® welcomed a furry face—a Saint Bernard pup—with the introduction of Elf Pets®: A Saint Bernard Tradition. Another exciting product, Scout Elves at Play®, also hit the shelves, becoming the first product focused on the popular “elf ideas” space. Recognition from the Communicator, Hermes and Stevie American Business Awards for the Scout Elf Return Week™ campaign proved the company was still adept at finding new ways to engage longtime fans.