Snowflakes

What’s New in 2025

We’re glad you asked! The entire Santaverse is in celebration mode this year, and YOU are invited to the party! From limited-edition, collectibles celebrating 20 years of The Elf on the Shelf to brand-new stories, toys, accessories, elf props, games, entertainment and more that will delight and enchant fans of all ages, you’ll find everything you need to create a heaping helping of huge holiday joy for your family!

Snowflakes

The Rise of Nicholas the Noble

A Novel

Before there was The Elf on the Shelf, there was a young boy named Nicholas…This exhilarating debut novel by Chanda A. Bell introduces the boy who would become Santa, as he embarks upon the enchanted, mysterious world of One True North. Get a peek into Santaverse and discover the characters you’ll meet in the epic tale!

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Nicholas the Noble novel cover angled to the left with a shadow and a light glow beneath it
The Elf on the Shelf 20th Anniversary Logo. At the top of the logo, the number 20 is spelled out in gold ribbon. Below the 20 is a Scout Elf popping out of a green and gold gift box with his hands up and gold ribbons swirling around him. Below the elf is a gold ribbon with the words "20 Years of Elftastical Stories" written across it.

It’s Our 20th Anniversary!

Celebrate 20 years of The Elf on the Shelf with us! Want anniversary-edition collectibles, new and best-ever elf ideas, hot holiday tips, and so much more? Join in for a celebratory commemoration that shines a merry spotlight on Santa’s official Scout Elves!

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Don’t-Miss, Magical Products for 2025

From the first-ever Scout Elf with extra posing power to Santa’s huggable, official celebration snowman to delightful new elf props, accessories and toys, our 2025 products are extravaganzalorious! Look for the 20th anniversary limited-edition mark for collectibles created especially for our anniversary year.

20th Anniversary Collectibles

Front of the 20th Anniversary Limited Edition Scout Elf boxset packaging

The Elf on the Shelf®: A Christmas Tradition, Limited 20th Anniversary Edition

SnoStax™ Razzle the Snowman Plush and Book

Front of the 20th Anniversary Limited Edition Scout Elf Carrier packaging

Limited Anniversary Edition Carrier

Partner Exclusives

Scout Elf girl with light skin and blue eyes wearing the white and red Fancy Santa Party Dress. She has her left hand on her hip. At the top left there is a Coming Soon banner, and on the bottom right is a graphic that says Only at Walmart.

Claus Couture Collection® Fancy Santa Party Dress

Front of the 20th Anniversary Limited Edition Elftacular Year-Round Celebration Set packaging. At the top left there is a Coming Soon banner.

Elftacular Year-Round Celebration Set

Scout Elf boy with light skin and blue eyes wearing the Polar Props™ Fix-It Fun Prop Set. He has his right hand on his hip and the toolbox carried by his left hand. At the top left there is a Coming Soon banner, and on the bottom right is a graphic that says Only at Lowe's.

Polar Props™ Fix-It Fun Prop Set

Fresh, Easy, Fun for Elves

Front of the Elf Ideas Fun and Games Kit packaging. At the top left there is a Coming Soon banner.

Ultimate Elf Ideas Family Fun Kit

Front of the North Pole Pitch Kit packaging

Polar Props™ North Pole Pitch Kit

Scout Elf girl with light skin and blue eyes wearing the Pop Star outfit. She has her right hand on her hip and the microphone stand in her left.

MagiFreez® Pop Star

Three Scout Elves, a girl with dark skin and brown eyes, a boy with light skin and blue eyes, and a girl with light skin and blue eyes, each wearing a t-shirt in the Festive Fun T-Shirt Set.

Claus Couture Collection® Festive Fun T-Shirt Set

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New On Our Websites

A woman and a young girl baking with each other. They read the recipe from a laptop in front of them on the counter. The woman is holding a hand mixer into a silver bowl while the girl tips a bowl of flower into the mixing bowl. The mixing bowl is on a wooden cutting board and a wooden rolling pin is right next to it. On the counter next to them to the right is a glass bowl filled with pomegranates and apples. On their left is an open box of brown eggs and a clear jar of flour. Next to the laptop is a small white ceramic bowl and salt and pepper shakers. In the background is a white kitchen wall with green cabinets and two wooden floating shelves. There is a smaller Christmas tree on the counter to the left and a larger Christmas tree on the floor on the right. On the higher floating shelf is green Christmas garland. Both shelves contain strings of white lights, and red and green knick knacks.

New Santaverse Blog

Dive deeper into the Kingdom of the One True North and uncover the secrets, surprises and insights behind some of your favorite characters and their backstories.

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A group of Santaverse characters including Santa Claus, Barry, Elf Mates Cobbler, Noorah, a girl Scout Elf, Little Grunt, 2 Bogies, an Elf Pets Reindeer, Elf Pets Arctic Fox Cub, and an Elf Pets St. Bernard. They are all standing on a snow-covered field with a mountain range, pine trees, cliff and frozen pond behind them.

New Santaverse Characters

Meet newly introduced elves, gnomes and other creatures whose stories shape the landscape of Santa’s legendary One True North.

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