The creators of Elf on the Shelf, Creatively Classic Activities and Books, have undergone a corporate rebrand and are now known as The Lumistella Company. 

The rebrand comes as the company also undertakes a strategic reorganisation, going from a consumer products company to an intellectual property company with three areas of focus; immersive experiences, entertainment-based content and consumer products. 

Lumistella Company co-founder and co-CEO Chanda Bell said that the new name better reflects the business' identity.  

"Many incorrectly believe that The Elf on the Shelf is our official company name, so updating our corporate identity to The Lumistella Company reflects a bigger world of brands and characters.

"The North Pole is a magical universe with endless stories and enchanted characters, all centred around the virtues of faith, hope and love.

"Our new corporate name effectively captures the true essence of our brand identity and accurately portrays our vision as we head into the future," she said. 

Co-CEO and co-founder Christa Pitts added that the rebrand allows the business to expand further beyond The Elf on the Shelf.

"As we celebrate our 15-year anniversary of The Elf on the Shelf, we are well poised to grow beyond consumer products, giving children of all ages a behind-the-scenes glimpse into Santa’s full world.

"The Lumistella Company is a name which reflects our evolution as a corporation and better positions us as the go-to authority on all things Santa Claus at Christmastime and beyond," she said. 

To celebrate the rebrand, the business launched a new kids website dubbed Santa's North Pole. 

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