10/12/2025
The Elf on the Shelf returns for festive fun
The run-up to Christmas is always a busy time for the Christmas tradition of The Elf on the Shelf, and Christmas 2025 is no exception. This year, the brand celebrates 20 years of storytelling with Santa’s official Scout Elves, alongside new characters and stories from The Elf on the Shelf Santaverse - the interactive storytelling universe that lets families explore the enchanted world of Santa Claus.
Rocket Licensing Ltd which manages The Elf on the Shelf Santaverse in the UK for brand owner The Lumistella Company, has announced a number of major promotions and events
The most wide-ranging initiative is the UK-wide Happy Meal campaign, where a Scout Elf will be a guest at dozens of McDonald’s restaurants this festive season, giving families the chance to meet one of Santa’s happy helpers in person.
Wild in Art, a creative team behind innovative public art trails, is producing The Elf on the Shelf sculpture art trails. Twelve artists have each contributed a sculpture, displayed at National Trust sites Sheffield Park and Clumber Park during the festive season.
In addition, a 15ft-tall The Elf on the Shelf Scout Elf can again be spotted in Bristol, Liverpool, and Croydon atop several buildings. In a daily game of search-and-find, the Scout Elf will roam town and city centres, finding the perfect spots to bring holiday joy to children and adults alike.
These festive events coincide with the debut of the first original animated The Elf on the Shelf preschool series, Scout Elf Squad, on the official The Elf on the Shelf YouTube channel.
Christa Pitts, co-CEO of Lumistella, said: “With Christmas fast approaching, The Elf on the Shelf has some wonderful family events planned to celebrate the holiday season and our 20th anniversary of elftastical storytelling. Our thanks to McDonald’s, Wild in Art, Liverpool, Bristol and Croydon BID companies, Rocket, and everyone involved this year in bringing The Elf on the Shelf to restaurants, parks and buildings across the UK. More than ever, Christmas 2025 will be a very The Elf on the Shelf time of year!”
Rob Wijeratna, Joint MD of Rocket Licensing, added: “As you’d expect for one of the country’s most popular seasonal brands, there’s a high level of activity planned in the UK for The Elf on the Shelf this year - in fact, after 20 years of this beloved Christmas tradition, it’s higher than ever. We’re certain that these events will help to make this a memorable Christmas season for families across the UK.”
