Following a successful year which saw the now annual issue of We Love the Elf on the Shelfmagazine shortlisted at the 2021 Licensing Awards, Signature Publishing is launching two new specials devoted to the much-loved festive icon.

Lumistella’s The Elf on the Shelf has become a global phenomenon with 14.5 million Santa’s Scout Elves adopted by families worldwide since 2005, and the brand – managed by Rocket Licensing – firmly establishing itself as a family tradition in the UK. With huge momentum behind the brand, and high demand for new and innovative products that capture the magic, Signature Publishing is publishing two official magazines for fans.

“We are absolutely delighted to continue our highly successful relationship with Rocket Licensing and The Lumistella Company, working together on The Elf on the Shelf,” says Signature’s Managing Director, Danny Morris. “Not just because of the impressive sales the magazines have, and will continue to generate, but also because we absolutely adore the brand and the added excitement it brings to so many children in the lead-up to Christmas. It’s so rewarding for everyone involved to be a part of this tradition, using the magazine to extend the brand for existing fans while marketing it to a whole new audience.”

Signature Publishing’s changing theme magazines WE LOVE and COLOUR IT! provide the ideal vehicles for publishing special issues of The Elf on The Shelf. In WE LOVE The Elf on the Shelf, readers can immerse themselves fully in the brand with puzzles, games, makes and competitions. The magazine also comes with a cracker with four surprise gifts inside, plus a snow globe set to decorate. Meanwhile, COLOUR IT! The Elf on the Shelf magazine provides a creative offering with 36 pages of colouring and craft. The magazine also comes with a colouring set, where readers can design and hang their own bauble.

WE LOVE The Elf on the Shelf is on sale 4 November 2021 and COLOUR IT! The Elf on the Shelf on 17 November 2021. Both magazines are priced at £5.99 and are available to buy at all good supermarkets and newsagents.

Other magazines in Signature’s growing portfolio include; TRANSFORMERS and TRANSFORMERS RESCUE BOTS ACADEMY published under license from Hasbro. GO JETTERS published under license from BBC Studios. SPIRIT RIDING FREE and TROLLS under license from NBC Universal. SUPER WINGS, published under license from Alpha Group. POLLY POCKET, published under license from Mattel. Plus DINO FUN!, PETS2COLLECT, DINOSAUR ACTION!FANTASTIC! FUNWORLDSO MAGICAL! and ADVENTURES WITH.