The company best known for its ubiquitous holiday character will now be known as The Lumistella Company.
CCA & B, LLC — the company behind the holiday staple The Elf on the Shelf: A Christmas Tradition and its Elf Pets titles — has signed with CAA and announced a corporate rebrand to The Lumistella Company.
The name is said to better reflect the “company’s vision and mission” and comes from “an ancient and magical Christmas comet,” per North Pole lore, as the origin source for Christmas magic. “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,” said founder and co-CEO Chanda Bell.
The rebrand also signals a strategic reorganization from that of a consumer products company into a global intellectual property company with three areas of focus encompassing immersive experiences, entertainment-based content and consumer products. To help with that, Lumistella will work with CAA to rep its brands in all areas.
“As an agency with global reach committed to crafting precedent-setting deals and building new brands based on our ideas, interests and opportunities, it was an ideal fit for our future vision,” added Christa Pitts, founder and co-CEO. CCA & B, LLC was founded in 2005 by twin sisters Bell and Pitts and their mom, Carol Aebersold, and is headquartered in Atlanta.
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