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CCA and B, Creator of Elf on the Shelf, Appoints New President and Chief Administrative Officer

elf on the shelf

Creatively Classic Activities and Books, LLC (CCA and B), the company behind The Elf on the Shelf: A Christmas Tradition, the holiday animated movie An Elf’s Story, and a variety of related consumer products is expanding its business to increase its international footprint as well as its portfolio of stories and brands through entertainment-based content and immersive experiences. In order to facilitate this evolution, CCA and B has announced the addition of two new executive positions.

Michael Champion will take on the role of President, where he will establish the goals and strategies necessary to drive the organization forward, and Regan Holroyd will serve as the company’s Chief Administrative Officer to support the operation and administration of all company initiatives. Together they will work closely with Founders and Co-CEOs Christa Pitts and Chanda Bell.

“Mike is the perfect choice to lead the company into our next chapter,” said Pitts. “We are no longer a company whose focus is solely on a book about a magical Scout Elf, but one focused on an entire North Pole universe filled with a cast of characters with endless stories to be told.”

Champion joined CCA and B in 2012 as Chief Legal Officer and Chief Compliance Officer. As company counsel, Champion has advised on legal issues covering trademark and other IP fields to protect the company’s international interests. Champion is also a foundational member of the Toy Industry Association’s Steering Committee on IP rights.

“I am thrilled and humbled to be given the opportunity to lead this organization at such an exciting point in its trajectory and to continue this family-owned company’s legacy,” said Champion. “This company started as a conversation between a mother and daughter at a kitchen table and quickly became an internationally known, multi-brand phenomenon, which is a true testament to the vision, leadership and culture. We want to bring heartwarming stories and family traditions to the world.  I am just honored to be an integral part of it all.” In addition to his new responsibilities as President, Mr. Champion will continue to directly manage the brand protection teams and maintain the role of Chief Legal Officer.

Newly appointed CAO Regan Holroyd joined the company in 2012 and most recently served as Vice President of Human Resources. “Regan has built a best-in-class HR function during a period of immense growth,” said Pitts, “so, the new CAO role headed by Ms. Holroyd will be essential as we develop programs and strategic initiatives, which will align the organization’s resources, policies and business objectives.” Holroyd has been responsible for directing the administrative functions of the business including philanthropy. Most recently, she was tasked with direct oversight of five internal departments and was appointed chairperson for the company’s leadership team.

“Regan brings exceptional passion to the newly created CAO role” said Pitts. “Her relational abilities foster an environment consistent with our company values, while her strategic, high level perspective will help us to continue on a path of sustainable growth.”