Picture this: The Elf on the Shelf Scout Elf perched on a shelf, ready to bring joyful family moments and memories that will last a lifetime to the most magical time of the year. Known worldwide as the one and only elf trusted to help manage Santa’s official Nice List, the holiday tradition has captured the hearts of millions. In 2025, The Lumistella Company celebrates an incredible milestone with its global partners and fans worldwide — 20 years of The Elf on the Shelf! What started as one family’s tradition has snowballed into one of the most beloved global holiday traditions, spanning 44,000 stores in 26 countries, making the brand as much a part of Christmas as stockings and tree lights.

The Lumistella Company’s impressive franchise portfolio, which lives under Santaverse, the enchanted world of Santa Claus, also includes Elf Pets, Elf Mates, Noorah, and more. With an entire universe of beloved characters and stories that inspire the goodwill of Santa’s North Pole and playability for every month of the year, each product is more than just a toy; it’s an opportunity for families to create joyful family moments even after the decorations come down. More than 31.3 million Scout Elf, Elf Pets, and Elf Mates have been adopted globally since 2005, captivating families from the U.S. to Australia.

In honor of the 20th anniversary, The Lumistella Company will release limited-edition collectors’ items, including a 20th-anniversary tradition box set and a commemorative Scout Elf Carrier, and introduce a brand-new character, Razzle the Celebration Snowman. In addition, new holiday experiences and licensing partnerships will engage fans in the celebration through a variety of mediums, including animated content, gaming, publishing, and more.

Looking toward the holiday season and beyond, there’s no slowing down for The Lumistella Company and Santaverse. With new products, expanded retail partnerships, and even more immersive experiences on the horizon, the future is brighter than ever. Visit The Lumistella Company at Toy Fair New York, Booth No. 1907, to celebrate 20 years of The Elf on the Shelf, get a firsthand look at what’s to come, and see how you can be a part of shaping holiday magic for generations to come. 

Here’s to 20 years of holiday enchantment — and the many more magical moments ahead!

A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!