Lapland Group is announcing an expansion of its elven world, with the launch of the Lapland Store division. With more than 1M people having crossed the elven thresholds to LaplandUK’s magical live experience since the first opening in 2007, and a further 90,000 families attending the two sold-out events in Ascot and Manchester this Christmas. LaplandUK is now the largest live event in the UK and a brand built on rich and intricate storytelling.
The launch of Lapland Store, follows the creation of the Lapland Group earlier this year, which comprises of three divisions;
Lapland Live – The live event in Ascot and Cheshire throughout November and December.
Lapland Studio – The animation and creative storytelling of the Lapland World
Lapland Store – Bringing the product to families in their own homes
Following the overwhelming consumer response to the brand’s debut Advent Calendar in 2024, which sold 11,000 units in just four hours, the launch of Lapland Store offers thousands more families to experience the magical storytelling in the comfort of their own homes.
“Over the past 18 years, LaplandUK has allowed families to revel in their children’s fleeting belief in Father Christmas by stepping into our magical live experience. The Lapland Store now seeks to bring that same magic into the home, delivering treasured creations from the Elves to help families celebrate their children’s belief and the wonder of childhood.”
Matt Battle, head of brand and product (Lapland Store), said: “The first collection, which will be available to pre-order on 17th August 2025, has been carefully curated to honour the magic of Christmas Eve, consisting of key products including The Lapland Family Pyjamas (available from age 1 to adults), the Christmas Eve Chest and Story Time Blanket.
