Imagine the following pictures: Shelf Scout Elves sit on the shelf, ready to bring happy family moments and memories that will last a lifetime to the most magical period of the year. This holiday tradition is well known worldwide and the only elves of trust to help manage Santa’s official Nice list, who has attracted the hearts of millions. In 2025, Lumistella celebrates an incredible milestone with global partners and fans around the world, a elves of 20 years on the shelf! Starting with a family tradition, it’s one of the global holiday traditions that snowballed across 44,000 stores in 26 countries, making the brand a part of Christmas, like stockings and trees’ lights.
Lumistella Co. will unveil the special edition of the elves on the shelf of the icon’s 20th anniversary. |Source: Lumistella Co.
Lumistella’s impressive franchise portfolio lives under Santa’s world, and also includes Elf Pets, Elf Companions, Noorah and more. With the whole beloved character and story that inspires Santa Arctic kindness and playability every month of the year, each product is more than just a toy. Even after the decorations drop, it is an opportunity for families to create happy family moments. More than 31.3 million scout elves, elves pets and elves companions have been adopted worldwide since 2005, attracting families from the United States to Australia.
To mark the 20th anniversary, Lumistella Company will release limited edition collector items, including a traditional box set for the 20th anniversary and a Scout Elf carrier, and introduce a brand new character, Razzle the Celebration the Celebration Snowman. In addition, the new Holiday Experience and Licensing Partnership will attract fans to the celebration through a variety of mediums, including animation content, games, publishing and more.
Lumistella Co. has launched a special elves on the shelf carrier as part of its 20th anniversary celebration. |Source: Lumistella Co.
Lumistella Co. will launch the Snowman Plush as part of its 20th anniversary celebration. |Source: Lumistella Co.
Towards the holidays and beyond, there is no slowdown for Lumistella Company and Santhverse. With new products, expanded retail partnerships and a more immersive experience, the future is brighter than ever. Visit the Lumistella Company at the New York Toy Fair, the booth in 1907, celebrate the 20-year-old elves on the shelf, witness firsthand what is coming and learn how to be part of the shaping festival magic for generations.
It’s a 20-year holiday charm – and many more magical moments!
Versions of this feature were originally published in the 2025 Big Toy Book. Click here to read the full question! Want to receive a printed toy book? Click here to get subscription options!
