Elf on the Shelf + McDonald’s

While I was leading the creative licensing group at Lumistella, we were approached by McDonald’s UK to do the first-ever Elf on the Shelf Happy Meal for Q4 of 2022. This was an exciting opportunity for the brand, and a big step forward for a key international market.

What was immediately clear to me was that we didn’t have a character art style that was conducive to the needs of the premiums industry. I quickly created cute simplified versions of the entire cast of characters that would make them appealing in a simple printed plush format without sacrificing the characters’ intellectual property. Both the Lumistella and McDonald’s teams loved the take, and I worked with my team to manage the rest of the process, including packaging approvals, further art development, and final go-to-market assets. The toys were a big hit and helped solidify a key new relationship for the company.

My Role(s): Project Leader, Illustration, Project Management, Review & Approval
Other Credits: Rob Yarborough, Karena DeMent

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