With over 19 million Scout Elves and Elf Pets adopted since 2005, the company celebrated a presence in 17 countries with over 26,000 Santa-approved Scout Elf Adoption Centers. At the 10th anniversary of An Elf’s Story, the company also marked the inclusion of all four animated specials (An Elf’s Story, Elf Pets: Santa’s St. Bernards Save Christmas, Elf Pets: A Fox Cub’s Christmas Tale, and Elf Pets: Santa’s Reindeer Rescue) on Netflix for US and Canadian audiences, while audiences in Australia, New Zealand, United Kingdom, and Ireland welcomed Elf Pets: Santa’s Reindeer Rescue. Following the 2020 sell-out run in Los Angeles, The Elf on the Shelf’s Magical Holiday Journey expanded to the Dallas market with an exciting, new storyline. Innovation continued as product development saw the brand launch of MagiFreez^®, magical elf apparel for Scout Elves that makes standing all day a snap. With the release of the “Scout Elves Don’t Rest” music video in both German and Spanish, and the release of two new lively music videos, “Santa’s Letters Everywhere” and “Christmas Carol Merry Mashup,” the company’s intent to provide engaging short form content about Santa’s North Pole was solidified. Widening the company’s reach in the virtual gaming arena, The Elf on the Shelf^® Official Snowball Fight game launched on Roblox, the immensely popular online game platform and game creation system, with Santa granting temporary Christmas magic to players for an epic snowball battle alongside Scout Elves and Elf Pets companions.