Netflix has won the long hard battle in an auction to acquire the rights for the Elf On The Shelf, the family brand owned by the Atlanta-based The Lumistella Company. It has a line of products that included the enduring bestseller, The Elf On The Shelf: A Christmas Tradition. 

A big seven-figure deal was made by Netflix to develop original stories from the company’s entire collection, including but not limited to: The Elf on the Shelf, Elf Pets, and Elf Mates. Netflix will now be able to develop live-action and animated content focused on pre-school audiences and family audiences through the series and film. The deal with Netflix also includes two of the Lumistella’s already existing animated short films called Elf Pets: Santa’s Reindeer Rescue and Elf Pets: A Fox Cub’s Christmas Tale. Netflix in North America will debut them this holiday season.

All the Elf On The Shelf content will have Vertigo Entertainment’s Roy Lee (The Lego Movie, It), and Miri Yoon (Behaving Badly) serve as producers. The creators of the Elf On The Shelf, Chanda Bell, Christa Pitts, and Carol Aebersold, will also produce with the films and shows.

Bell said the family was “thrilled to be partnering with Netflix to create immersive and engaging original stories of Santa’s North Pole while providing heartfelt family entertainment to fans all over the world. We are pleased that fans in North America don’t have to wait to delve into the world of The Elf on the Shelf and their friendly Elf Pets, with the streaming giant carrying our newest animated Elf Pets titles this Christmas. We relish the opportunity to collaborate with Netflix to bring joyful family moments to life. This moment is a dream come true.”

This Christmas may have just gotten a little bit brighter.