The Lumistella Company, home to the world’s most beloved Christmas brands including The Elf on the Shelf, Elf Pets, and Elf Mates, will be kicking off the 2024 holiday season at the Macy’s Thanksgiving Day Parade in a magical way featuring a brand-new balloon, Extraordinary Noorah & The Elf on the Shelf. The balloon signifies the brand’s first new balloon since 2012, promising to ignite the magic of the holiday season.
Extraordinary Noorah & The Elf on the Shelf will mark The Lumistella Company’s world debut of Santaverse – the enchanted world of Santa Claus – and will feature Santa’s magical arctic fox, Noorah along with fan favorite, The Elf on the Shelf. Noorah, a character first unveiled in the animated short film, Elf Pets: A Fox Cub’s Christmas Tale, now streaming on Netflix, is based on the best-selling picture book, Extraordinary Noorah: Santa’s Magical Arctic Fox.
“The Elf on the Shelf has been a beloved tradition for nearly 20 years, and Noorah’s own story of personal discovery has captivated audiences, resonating with fans all over the world. We’re excited to celebrate this milestone return to the Macy’s Thanksgiving Day Parade,” said Chanda Bell, co-founder and co-CEO of The Lumistella Company. “This announcement marks an exciting chapter for our brand as we bring these characters and others from Santaverse into the homes of the millions of families who participate in our tradition. We can’t wait for these beloved characters to take flight spreading joyful moments to families everywhere.”
“The Elf on the Shelf has been a fan favorite since 2012, and we’re thrilled to introduce this extraordinary new balloon with Noorah making her debut during this year’s Macy’s Thanksgiving Day Parade,” said Jordan Dabby, producer of Macy’s Thanksgiving Day Parade. “Live spectators and fans nationwide will be delighted as Noorah and her Scout Elf soar down the streets of New York City this November, chasing the Northern Lights and spreading holiday magic.”
The Noorah and The Elf on the Shelf balloon will stand at 66 feet long and is equivalent in length to approximately 22 real-life arctic foxes, each measuring nearly three feet from head to tail. With this stature, millions of live spectators and fans nationwide will not miss the joy and magic they spread as they float through the sky.