The Lumistella Company details fresh slate of partners, including Basic Fun, Flipz and Hershey’s

The Lumistella Company has detailed a fresh slate of new licensing partnerships as it celebrates its 20th anniversary.

New partners for the Santaverse – home of The Elf on the Shelf – includes Basic Fun, Flipz, Hershey’s, Mills Entertainment, BetterSleep, and Liverpool and Bristol BID.

Basic Fun will be launching two The Elf on the Shelf branded items, a Lite-Brite Color POP! Edition, plus a Mini Lite-Brite this holiday season, while Flipz is on board for Elf on the Shelf pretzels.

Elsewhere, The Elf on the Shelf’s 20th Anniversary will be featured in a bag of branded Hershey’s Kisses exclusively for Target in Holiday 2025 and Mills Entertainment – in partnership with David Venn Live – will be bringing The Elf on the Shelf: The Musical to select markets in Australia and New Zealand for this holiday season.

Finally, a collaboration with Liverpool and Bristol BID will see a 15-foot giant Elf on the Shelf appear around Liverpool and Bristol in the UK to different locations for people to seek out.

“As we mark 20 years of storytelling and brand-building, we’re proud to unveil the next evolution of The Lumistella Company at Licensing Expo,” said Christa Pitts, co-CEO of The Lumistella Company.

“With bold new product lines, strategic category expansions, and the introduction of fresh characters within the Santaverse, our 2025 slate reflects the power of our IP and the strength of our licensing vision. We’re excited to connect with partners who share our passion for creating joyful, imaginative experiences that resonate with families around the world.”

The Lumistella Company is at Licensing Expo at Booth #G196.