HCG signs Elf on the Shelf activity title

Hachette Children’s Group is hoping to capitalise on the popularity of the American Christmas toy ‘The Elf on the Shelf’ by publishing an activity book this October.

‘The Elf on the Shelf’, created by CCA and B, is a toy that parents put in different positions around the house in the run-up to Christmas. The elf is supposed to watch over the children’s behaviour and report back to Santa Claus each night, returning to the house to a different spot just before morning.

According to Hachette, 12 million ‘The Elf on the Shelf’ box sets have sold around the world and it was the number one toy last Christmas on Amazon.co.uk.

The publisher will release The Elf on the Shelf Bumper Activity Book under its Orchard Books imprint following a deal for UK and Ireland rights between group licensing director Katie Price and CCA and B.

The book will feature games, puzzles and stickers and will be published on 4th October, priced at £6.99.