Christa Pitts and Chanda Bell of The Lumistella Company discuss how authenticity drives their expansion of the Santaverse, from new platforms and global markets to storytelling innovations that keeps families connected to the brand.

1. During our last Retail Summit, you mentioned that authenticity is your growth strategy. How do you keep that alive when expanding into new platforms and products?

It all comes back to our purpose to create joyful family moments. Consumers are smart and they know if something doesn’t ring true to a brand’s authentic voice. So the first step in any new venture—whether that’s a new story in the Santaverse, a potential licensee, or a partnership opportunity—is a gut check to make sure it’s true to who we are as a company. 

2. Younger audiences discover and engage with brands in constantly shifting ways. How do you identify the right channels to reach them and keep your message relevant?

It helps that our stories are timeless. While we may introduce new products, content, and experiences each year, everything ties back to the tales of the North Pole. We like to meet our fans where they are — offering something for both the young and the young at heart. When we expand, whether that’s onto a new social platform or into a new product category, it’s always done with intention.

For example, we know how popular video games are, so our partnership with Outright Games on The Elf on the Shelf: Christmas Heroes was both strategic and a natural brand extension. We’ve also leaned into how younger audiences consume content, launching Scout Elf Squad on our YouTube channel — a fun, animated way to introduce the Santaverse to a new generation of fans. And when we recognized some kids were aging out of our core stories, we partnered with HarperCollins to release The Rise of Nicholas the Noble, a middle-grade novel that keeps them connected to the magic while meeting them where they are in life. 

3. For brands that were late to TikTok and are now trying to join the conversation, what’s the smartest way to enter authentically and still make an impact?

It’s essential to stay true to your brand voice and, at the same time, not be afraid to lean into trends. We recently posted a video of Santa’s “audition” for Dancing with the Stars as well as one where one of our Elf Pets “interrupts” the filming of a choir of singing elves. Both of these are funny and tap into the cultural zeitgeist while still remaining authentic to the world of the Santaverse. 

4.  What have you learned about adapting a holiday-centric brand for different cultures and markets?

Our biggest lesson has been, “Never take no for an answer.” As we worked to expand The Elf on the Shelf internationally, we were told in almost every single region, “This will never work here.” In Australia, for example, we were told it wouldn’t resonate because it’s hot there and their Christmas traditions are so different. In the UK, we were told it was “too American” and would never work. And yet, in every market, we’ve found success.

There’s something universal about the joy children feel searching for the Scout Elf each morning and the connection it fosters within families, whether that’s for Christmas, Boxing Day, or Three Kings Day.

5. Since your Elf started in your grandmother’s Christmas tree, do you still have a favorite spot where your Elf flies to hide each night?

We never know where our Elf might appear! It all depends on how they spent their time at the North Pole and where they think they may be needed most to spread cheer. But more than once we have found him in our bookcase. He’s a big reader.

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