Toy market news

How licensing morphed The Lumistella Co. into a global phenomenon

by Anna Knight, senior vice president of licensing, Global Licensing Group

Many parents want to share the traditions of their youth with their children. Whether they have favorite bedtime stories, games, or characters, parents want their children to feel the same joy and happiness playing and using their imaginations they felt when they were young.

The Lumistella Co., the creative organization that brought easily recognizable brands like The Elf on the Shelf to the world, is returning to Licensing Expo in person this year with a portfolio of known and loved as well as brand-new IP, all ready for licensing. Not only will The Lumistella Co. be available with their own location-based entertainment experiences, but also they are eager to share how they continue innovating in a rapidly changing landscape.

I recently had the pleasure of sitting down with Christa Pitts, co-CEO of The Lumistella Co., who has been attending Licensing Expo for more than ten years. Here, Christa breaks down how licensing and attending Licensing Expo have helped the organization stay ahead of the curve when it comes to innovating, branding, making connections, and expanding on new ideas.

The Lumistella Co. will be exhibiting at Licensing Expo from May 24-26 at the Mandalay Bay Convention Center in Las Vegas. Licensing Expo provides the best opportunity to secure the rights to thousands of consumer brands, entertainment icons, and more for products or stores.