Elf on the Shelf owner plots future with rebrand

Creatively Classic Activities and Books is becoming The Lumistella Company to highlight its growing focus on content over products, says co-CEO Christa Pitts.
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August 18, 2020

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Senior reporter for Kidscreen. Ryan covers tech, talent and general kids entertainment news, with a passion for kids rap content and video games. Have a story that's of interest to Kidscreen readers? Contact Ryan at rtuchow@brunico.com
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