CFR’s ‘ELF ON THE SHELF’ CHRISTMAS range

CFR is one of the UK’s top distribution agencies, supplying major grocery retailers, convenience stores, e-commerce platforms, cash and carry outlets, commercial wholesalers, pharmacies, and discounters. As the UK distributor for Quick Milk, CFR wanted to introduce a festive seasonal product but had limited licensing experience. Having only licensed once before, they needed expert guidance to navigate the process and secure the right brand partnership.

We explored a range of potential Christmas-themed properties before identifying The Elf on the Shelf as the ideal fit for Quick Milk’s brand identity. We developed a detailed proposal and presented it to the Licensor, answering key questions about the product and company. Once the fit was established, we led negotiations on commercial terms to secure the best possible licensing agreement for CFR.

With the license in place, we worked closely with CFR to ensure seamless integration of The Elf on the Shelf brand into their Christmas range. We guided them through the available style guides and assets, helping to identify the most effective creative approach. Given the importance of shelf presence in a competitive retail environment, we collaborated with designers and the Licensor to develop packaging that would make Quick Milk stand out in-store. Managing the approval process was a key part of our role—we refined all materials before submission, ensuring a smooth, efficient review process with minimal revisions, allowing CFR to move swiftly from concept to final product.

The Quick Milk Elf on the Shelf range launched across the UK in October, perfectly timed for the festive shopping season. To maximise visibility and drive consumer engagement, we implemented a strategic marketing campaign. A press release was distributed to key industry publications, securing widespread media coverage within the licensing sector. Simultaneously, we coordinated influencer outreach, sending product samples to high-impact creators to generate organic excitement and amplify awareness across social media. This multi-channel approach ensured the product launch reached both trade audiences and end consumers, positioning the Quick Milk Christmas range for success.

Our work with CFR didn’t stop at launch. We continue to provide expert licensing support, managing quarterly royalty reporting, ensuring compliance, and streamlining processes to maximise the long-term success of their licensed product range. By offering strategic guidance and hands-on execution, Born to License helped transform CFR’s vision into a standout seasonal product—proving that the right licensing partnerships drive brand growth, retail success, and lasting market impact.