The Elf on the Shelf Expands Streaming Empire with New Netflix and NFL Projects

The creators of The Elf on the Shelf are taking their holiday magic to new screens. The Lumistella Company is expanding its streaming footprint with upcoming Netflix projects. This news comes directly from co-CEO Christa Pitts in an interview with The Hollywood Reporter. The brand is also launching a unique short film with the Kansas City Chiefs.

This push into entertainment marks a major growth phase for the 20-year-old family business. It reflects a strategy to engage children year-round. The company is balancing this with a booming line of toys and accessories.

From Self-Published Poem to Global Streaming Phenomenon

The brand’s journey from a simple story to a multimedia force is remarkable. It began with a self-published poem by Pitts’ sister, Chanda Bell. No traditional publisher wanted the original tale. Today, Santa has delivered over 31 million Scout Elves and related characters worldwide.

The company now has four specials on Netflix. More are in active development. A feature-length film is strongly hinted to be in the works. For younger viewers, a preschool series called Scout Elf Squad runs on YouTube Kids.

This content answers kids’ endless curiosity about their elves. It explores their pets, families, and daily lives. According to Pitts, careful curation is essential as kids directly consume this media.

Balancing Screen Time with a Sleigh-Full of New Products

The streaming expansion is only one part of the operation. The consumer goods side of the business remains massive and is growing. New product lines like Frost Pips babies expand the elf universe. Popular pets include Norah, Santa’s Magical Arctic Fox.

Managing this global supply chain is a year-round endeavor. The company also runs major live events like the Macy’s Thanksgiving Day Parade. Every detail, from social media to product design, is planned months in advance.

The latest venture is a claymation short film with the NFL‘s Kansas City Chiefs. Titled Merry Mischief, it features a “Kelce on the Shelfie” at Arrowhead Stadium. It premieres on Christmas Eve, blending sports fandom with holiday tradition.

The Elf on the Shelf brand has solidified its place as a modern Christmas staple. Its move into streaming ensures its stories will reach families in new formats for years to come. This strategic expansion proves the simple scout elf’s journey is far from over.

Thought you’d like to know

What is The Lumistella Company?

It is the family-owned business behind The Elf on the Shelf. Founded by twins Christa Pitts and Chanda Bell, it calls itself the “southern branch of the North Pole.” The company manages all related products, media, and branding.

Where can I watch Elf on the Shelf shows?

You can find several specials streaming on Netflix. For younger children, the *Scout Elf Squad* series is available on YouTube Kids. New projects are consistently in development for these platforms.

What new products are available?

Beyond the classic scout elf, the company sells Elf Pets and Elf Mates. New introductions include Frost Pips, which are baby characters. Popular pet companions like Santa’s magical arctic fox are also big sellers.

What is the ‘Merry Mischief’ short film?

It is a new claymation collaboration with the Kansas City Chiefs. The short follows a “Kelce on the Shelfie” who gets left alone at the team’s stadium. It is set to release on Christmas Eve, 2024.

How did The Elf on the Shelf tradition start?

It originated from a family story told by the founders’ grandmother. She told her misbehaving children that an elf in the Christmas tree would report to Santa. This family lore later inspired the bestselling book and doll.