By Allison Watkinson
TLL Reporter
CFR Management Services has partnered with The Lumistella Company to launch licensed Quick Milk products featuring The Elf on the Shelf.
The licensed product range includes three flavors of Quick Milk Magic Sipper Straws and Choc Chip Cookie Bake Mix jars that feature The Elf on the Shelf character and brand logo.
The flavors offered in The Elf on the Shelf collection will be Snow Mellow, White Chocolate and Frosted Strawberry.
Additional Quick Milk designs and flavors are already in development to celebrate The Elf on the Shelf brand’s 20th anniversary next year.
“The journey of acquiring The Elf on the Shelf license with the incredible support from Born to License has been truly rewarding,” said CFR director, Shariq Im. “We’re thrilled to bring the magic of this beloved brand to life and can’t wait to explore the exciting opportunities ahead for festive products and joyful experiences!”
Known for the distribution of Quick Milk in the UK, CFR Management Services is a European distribution company that currently supplies products to retailers located across Europe.
The company’s clients span a variety of retail categories such as grocery stores, convenience stores, e-commerce platforms, commercial wholesalers, pharmacies and more.
The licensing partnership was managed by Born to License agency on behalf of CFR Management Services.
Born to License was responsible for identifying the license, negotiating the licensing terms, managing the approval process and looking after all other licensing aspects for CFR.
“We’re big fans of Quick Milk and it’s exciting to help the brand celebrate Christmas with The Elf on the Shelf, particularly with fun new festive flavours,” said Born to License CEO, David Born.
Known as the creator of The Elf on the Shelf, Lumistella is a global company that specializes in the development and licensing of Christmas-themed brands.
“The Elf on the Shelf has always been about bringing whimsy to Christmastime and creating joyful family moments,” said Lumistella co-CEO, Christa Pitts. “This partnership with Quick Milk supports that goal, turning something as simple as drinking milk into a fun and festive moment of celebration.”
In addition to The Elf on the Shelf, Lumistella’s portfolio includes Elf Pets and Elf Mates as part of its broader Santaverse brand label.
The company currently operates a network of more than 90 licensing partners across 26 countries worldwide.
Rocket Licensing is the official licensing representative for The Lumistella Company.