Michaels® Celebrates The Elf on the Shelf® 20th Anniversary with New Collection and Exclusive Items

Families Can Create Stress-Free Holiday Magic with New The Elf on the Shelf Santaverse Exclusives and Insta-Moment Pop Ups

IRVING, TX (October 15, 2025) - Michaels is fueling the joy of creativity and celebration with the launch of exclusive The Elf on the Shelf 20^th anniversary products available now, and a wider collection hitting shelves next month. Available only at Michaels, these limited-edition items and accessories make it easier than ever for families to create and celebrate the holidays with Santa's official helpers this holiday season.

The limited-edition 20^th anniversary collection offers festive pop-up scenes, houses, outfit changes, and special keepsakes to keep the memories alive for years to come. Product highlights include:

• The Elf on the Shelf® 20th Anniversary Deluxe Edition Box Set: Available now in stores and online, customers can purchase a special edition The Elf on the Shelf set featuring a flex-and-bend posable elf, perfect for creating playful and imaginative setups. The set also includes luxury satin PJs for the Scout Elf®'s days off, an original storybook, and a commemorative keepsake ornament to display on the tree year after year.
• The Elf on the Shelf® Insta-Moment Pop Ups: The special-edition 20th anniversary Insta-Moment Pop Ups offer a creative winter activity for kids, providing everything they need to build mini holiday scenes to leave out for their Scout Elf to enjoy, while creating the perfect photo-worthy moment. The limited-edition set includes three festive, Christmas-inspired scenes designed to add holiday magic throughout the home.
• The Elf on the Shelf® Scout Elf Carrier: This limited-edition 20th anniversary carrier helps parents and kids move their Scout Elf around safely, so the holiday fun can continue without risking losing the magic (because touching the Scout Elf can make it lose its powers). Complete with message tags, passport, pillow, and roller bag, this carrier kit allows Scout Elves to be on the go everywhere their families go.
• Santaverse™ Elf Cottage & Creative Kits: Available only at Michaels in celebration of the 20^th anniversary of The Elf on the Shelf, customers can purchase special items from the Santaverse line - a portal to Santa's enchanted universe. The Elf on the Shelf DIY Elf Cottage comes with 50+ stickers and 10 markers, giving fans everything they need to decorate and personalize it to match their Scout Elf's personality. For sewing enthusiasts, the Santaverse Sew Kits makes it fun and easy for kids and families to create their own Scout Elf and Noorah™ in a hands-on holiday project.

To shop the new and exclusive The Elf on the Shelf offerings, visit your local Michaels store or Michaels.com. For more holiday inspiration, follow @michaelsstores.

About The Michaels Companies, Inc.

At The Michaels Companies Inc., our purpose is to fuel the joy of creativity and celebration. As the leading destination for creating and celebrating in North America, we operate over 1,300 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise. Founded in 1973 and headquartered in Irving, Texas, Michaels is the best place for all things creative. For more information, please visit https://www.michaels.com.

About The Lumistella Company

CCA and B, LLC d/b/a The Lumistella Company is the company behind Santaverse™, the official source for the stories of the enchanted world of Santa Claus. Family-owned and women-led since 2005, the company's portfolio includes a number of iconic Christmas brands, including: The Elf on the Shelf, Elf Pets, and Elf Mates. As a global company operating in 29 countries, on 6 continents with 100+ licensees, our purpose is to make joyful family moments possible around the world. To learn more about The Lumistella Company, please visit https://lumistella.com/.