CCA and B, LLC., Known for The Elf on the Shelf, Rebrands as The Lumistella Company

Lumistella macy's
CCA and B, LLC, best known for its perennial best seller The Elf on the Shelf: A Christmas Tradition and its Elf Pets titles, has announced a corporate rebrand to The Lumistella Company, a name which better reflects the company’s status as a beloved global children’s brand and is more in line with the company’s vision and mission. In the lore of their North Pole universe, Lumistella is the name given to an ancient and magical Christmas comet.  This comet is the origin source for Christmas magic and all of the characters who make Santa’s North Pole their home, including The Elf on the Shelf®.  Therefore, the name Lumistella symbolizes the essence of the company’s ethos, reminding fans and employees alike to constantly look for the spirit of Christmas.
“Many incorrectly believe that The Elf on the Shelf® is our official company name, so updating our corporate identity to The Lumistella Company reflects a bigger world of brands and characters,” explains Founder and Co-CEO Chanda Bell. “The North Pole is a magical universe with endless stories and enchanted characters, all centered around the virtues of faith, hope and love. Our new corporate name effectively captures the true essence of our brand identity and accurately portrays our vision as we head into the future.”
The rebrand also reflects the company’s strategic reorganization from that of a formidable consumer products company into a global intellectual property company with three distinct areas of focus encompassing immersive experiences, entertainment-based content and consumer products. Each business unit is actively engaged in building strategic partnerships with best-in-class studios, publishers, music firms, product companies, agencies and live entertainment production companies.
To further that objective, The Lumistella Company has engaged Creative Artists Agency (CAA) to represent our brands across the whole of the agency. “As an agency with global reach committed to crafting precedent-setting deals and building new brands based on our ideas, interests and opportunities, CAA is an ideal fit for our future vision,” shared Founder and Co-CEO Christa Pitts.
“As we celebrate our 15-year anniversary of The Elf on the Shelf®, we are well poised to grow beyond consumer products, giving children of all ages a behind-the-scenes glimpse into Santa’s full world,” Pitts continued. “The Lumistella Company is a name which reflects our evolution as a corporation and better positions us as the go-to authority on all things Santa Claus at Christmastime and beyond.”
Capitalizing on the new direction, the company recently unveiled a whole new immersive kid’s  On the site, kids can explore a fully realized 3D world and play more than 30 interactive games and activities. “It’s the virtual world of Santa Claus that kids have been waiting for,” noted President Mike Champion.  “There is plenty more to come, and we hope our fans will stay tuned for a number of exciting announcements related to our brands this year!”