In 2019, The Elf on the Shelf: A Christmas Tradition was recognized by USA TODAY as the fourth best-selling book of the last 25 years. Continuing with its vision to tell the stories of Santa’s North Pole, the company released a second animated special from Scout Elf Productions^™, Elf Pets: A Fox Cub’s Christmas Tale, along with Santa’s newest cuddly plush helper and book, Elf Pets: An Arctic Fox Tradition. In a multi-city tour, the Scout Elves sang and danced their way into hearts across the nation in The Elf on the Shelf: A Christmas Musical, a stage production featuring an original story and score. With the company focus on immersive experiences, a new seasonal brand experience debuted with Santa’s Magical Photo Adventure Mall Experience, a themed interactive set with Scout Elf photo opportunities and a meet-and-greet with Santa Claus. An exciting full-scale branded partnership with IHOP was realized, including a national advertising campaign, menu additions, promotional items, and family activities. Meanwhile, the Cocoa with Joe Talk Show, featuring Santa’s closest confidante Scout Elf Joe, debuted on the company’s dedicated YouTube channel. Elf Mates^®, a new brand for the company, appeared in the United Kingdom with a mission to help Santa by inspiring year-round kindness through active play and good deeds. Additionally, a company dream was realized with a partnership with Kellogg Company to produce The Elf on the Shelf^® Sugar Cookie Cereal in the United States and Canada. Global growth continued with expansion into Central America and Switzerland. Global growth continued with expansion into Central America and Switzerland.