The Elf on the Shelf celebrates 20 years with festive promotions

This Christmas, The Elf on the Shelf marks 20 years of storytelling with Santa’s official Scout Elves, joined by new characters and stories from The Elf on the Shelf Santaverse.

The Elf on the Shelf Santaverse

Rocket Licensing, which represents The Elf on the Shelf Santaverse in the UK for brand owner The Lumistella Company, has announced a series of major promotions and events for November and December, including a McDonald’s collaboration, two large-scale sculpture art trails, and the return of the 15-foot Scout Elf installation across three major cities.

Happy Meal campaign

The biggest initiative is part of the UK-wide Happy Meal campaign, where a Scout Elf will appear at numerous McDonald’s restaurants throughout the festive season. Beginning in November for a limited time, families can enjoy a Christmas-themed Happy Meal featuring one of 12 official plush toys or an original Elf on the Shelf Santaversestorybook. Many restaurants will host character visits, face painting and themed activity pages, while the Happy Meal menu will introduce Mayo Chicken and rebrand the popular carrot sticks as “Reindeer Treats” with special packaging.

Public art trails

Wild in Art, known for its innovative public art trails, is leading The Elf on the Shelf sculpture trails at Sheffield Park and Clumber Park National Trust sites. Running through early January 2026, the trails feature contributions from twelve artists and are supported by on-site activities at each location.

A 15-foot-tall Elf on the Shelf Scout Elf will also return to Bristol, Liverpool and Croydon this December, appearing atop city buildings as part of a daily search-and-find experience that continues until 24 December.

These festive celebrations coincide with the debut of the first original animated Elf on the Shelf preschool series, Scout Elf Squad, on the brand’s official YouTube channel.

Source: https://licensing.biz/the-elf-on-the-shelf-announces-festive-promotions/