CCA and B, LLC, the Creator of The Elf on the Shelf®, Appoints New President and New Chief Administrative Officer

Executive Positions to Facilitate Company’s Expansion from a Publishing and Consumer Products Company to a Global IP Company

ATLANTA--()--Creatively Classic Activities and Books, LLC (CCA and B), the company behind the perennial best seller The Elf on the Shelf: A Christmas Tradition, the holiday animated classic An Elf’s Story and a variety of popular, related consumer products is expanding its business to increase their international footprint as well as their portfolio of stories and brands through entertainment-based content and immersive experiences. In order to facilitate this evolution, CCA and B is proud to announce the addition of two new executive positions meant to foster the organizational change necessary to support this progression.

Michael Champion will take on the role of President, where he will establish the goals and strategies necessary to drive the organization forward, and Regan Holroyd will serve as the company’s Chief Administrative Officer to support the successful operation and administration of all company initiatives. Together they will work closely with Founders and Co-CEOs Christa Pitts and Chanda Bell to fulfill the company’s vision of expanding the joy of Santa’s North Pole to families worldwide.

“Mike is the perfect choice to lead the company into our next chapter,” said CCA and B Founder and Co-CEO Christa Pitts. “We are no longer a company whose focus is solely on a book about a magical Scout Elf, but one focused on an entire North Pole universe filled with a cast of characters with endless stories to be told.”

Since joining CCA and B in 2012 as Chief Legal Officer and Chief Compliance Officer, Mr. Champion has been an active member of the Executive Board and the architect of innovative business and legal strategies that have taken the company from a small, family-owned organization to a globally recognized IP company. As company counsel, Champion has advised on legal issues covering trademark and other IP fields which have protected the company’s international interests. He has significantly expanded the company’s global distribution network and has developed a sophisticated framework of legal protection throughout the world. Additionally, he has played a key role in the strategic planning of corporate administrative functions.

Mr. Champion is a foundational member of the Toy Industry Association’s Steering Committee on IP rights, where he has been instrumental in helping the organization formulate policy positions on key IP issues for members. In 2018, Mr. Champion co-chaired the International Anti-Counterfeiting Coalition’s Annual Spring Conference in Seattle. Additionally, he serves on a number of business and charitable boards, including the Alibaba Anti-Counterfeiting Coalition. He is the recipient of multiple business and legal awards, and he holds four academic degrees.

“I am thrilled and humbled to be given the opportunity to lead this organization at such an exciting point in its trajectory and to continue this family-owned company’s legacy,” said CCA and B President Michael Champion. “This company started as a conversation between a mother and daughter at a kitchen table and quickly became an internationally known, multi-brand phenomenon, which is a true testament to the vision, leadership and culture. We want to bring heartwarming stories and family traditions to the world. I am just honored to be an integral part of it all.” In addition to his new responsibilities as President, Mr. Champion will continue to directly manage the brand protection teams and maintain the role of Chief Legal Officer.

Newly appointed CAO Regan Holroyd joined the company in 2012 and most recently served as Vice President of Human Resources. “Regan has built a best-in-class HR function during a period of immense growth,” noted Christa Pitts, “so, the new CAO role headed by Ms. Holroyd will be essential as we develop programs and strategic initiatives, which will align the organization’s resources, policies and business objectives.” During her time with the company Ms. Holroyd has been promoted from within several times. She has been responsible for directing the administrative functions of the business including philanthropy. Most recently, she was tasked with direct oversight of five internal departments and was appointed chairperson for the company’s leadership team.

“Regan brings exceptional passion to the newly created CAO role,” said Pitts. “Her relational abilities foster an environment consistent with our company values, while her strategic, high level perspective will help us to continue on a path of sustainable growth.”

About CCA and B, LLC

Twin sisters Chanda A. Bell and Christa Pitts and their mom, Carol Aebersold, founded CCA and B, LLC in 2005 to fulfill their dream of sharing a cherished family tradition about magical Scout Elves who listen to kids and report their adventures to Santa each night. Thus, the Christmas phenomenon The Elf on the Shelf® was born. Fifteen years later, 13 million Scout Elves have been adopted in homes around the world and CCA and B, LLC remains grounded in a deep commitment toward creating joyful family moments. The company has grown with a line of products including the Elf Pets®, Scout Elf™ accessories, and three popular and beloved animated specials, two of which are in partnership with the production company Scout Elf Productions™. Ultimately, CCA and B is faithful to their mission of “tapping into the magic of believing and love of tradition at Christmastime by creating Christmas characters, stories and lore through consumer products, immersive experiences and entertainment-based content.”


Esther Lippman

Release Summary

CCA & B, LLC, home of the beloved The Elf on the Shelf® tradition, has appointed two new executive positions to further its global expansion.


Esther Lippman