We are excited to announce we have collaborated with Rocket Licensing and The Lumistella Company to launch a range of The Elf on the Shelf® mini gift cakes.
Launching this week in 300 Asda stores across the UK, we are expecting the cakes to be a huge hit amongst families nationwide. Now the UK’s third most popular Christmas tradition ahead of watching holiday movies, 50% of consumers when asked, regard The Elf on the Shelf® as part of an exciting Christmas celebration for their children and 48% say the brand helps create new family traditions.
The Elf on the Shelf® is a globally-renowned brand and, while Christmas will of course be different this year, we look forward to helping families keep exciting traditions like this alive by building on the existing brand. This is the first time The Elf on the Shelf® will appear on a cake of this nature and is part of our continued drive to deliver new, exciting and innovative products to UK consumers.
Since launching in 2005, 14.5 million+ Scout Elves have been adopted around the world. The Scout Elves have now become part of a timeless Christmas tradition that tells the story of how they help Santa craft his nice list.
Featuring a mouth-watering madeira sponge filled with a delicious frosting, alongside fruity plum and raspberry jam, the cakes are covered with soft icing and finished with an edible plaque. The mini gift cakes are available in a range of four different designs and include a collar featuring detachable The Elf on the Shelf®-inspired stickers.
Jonathan Briggs, bakery category planner at Asda, comments: “We are thrilled to be exclusively launching The Elf on the Shelf® cakes into our bakery department this festive season. We know our customers will love this product regardless, whether they are on the naughty or nice list this year.”
Charlie Donaldson, joint MD of Rocket Licensing, adds: “We are delighted to be partnering with BBF on The Elf on the Shelf® this Christmas, as we mark the biggest year for the brand to date. It’s a fantastic festive product and we are excited for this new celebration cake to contribute to the creation of special family moments in homes across the UK this Christmas season.”