BIIA member Panjiva is happy to report that ‘Elf on the Shelf mania’ is, in fact, bigger than ever this holiday season.
Shipments of Elf on the Shelf-related merchandise coming into U.S. ports have increased more than 3x August through October this year compared to the same period in 2012. This is the time when most shipments arrive at ports in time to be on store shelves for the holiday retail push. Total shipments reached 80 this year, up from 19 and 11 in 2012 and 2011, respectively.
As parents across the country frantically try to keep up with the antics of the “special scout elf” each and every night, Panjiva found that the sudden explosion of hype—and shipments—this year is likely to due dramatically expanded product lines that extend beyond the initial book and doll. Merchandise in this year’s shipments records include a girl version of the original elf himself, board games and plush doll variations, among others.