‘We’re the voice of Santa Claus for a whole generation’: Elf on the Shelf on scaling a seasonal business
Despite being a seasonal product, Elf on the Shelf has managed to grow its business by focusing on its universal message and experiential marketing.
While Christmas is an important trading time for many brands – it is fair to say that few have as much riding on the festive season as Elf on the Shelf which, as its name suggests, is strictly a Christmas business.
The brand – and its famous cheeky elf – has skyrocketed in popularity from a small family tradition into a global success worth over $100m (£77.6m) since launching in 2005.
For those somehow unfamiliar with the product, the toy elf ‘watches’ children’s behaviour in the day and reports back to Santa at night. Caregivers are encouraged to move the elf to a new spot each day, often putting it in humorous situations, in order to add excitement to the Christmas countdown and encourage good behaviour.
