About Elf Labs

The Company Behindthe Characters

Founded in 2006, Elf Labs is a tech-powered media studio built on fairy-tale characters people have loved for generations, including Cinderella, Snow White, Rapunzel and Pinocchio. After a 15-year legal effort, we’re bringing them into the modern world, from our classic Junior Elf storybooks to our original animated franchise, RoboStars; on every screen.

Robo Cinderella, Robo Pinocchio and Robo Rapunzel walk off a movie theater screen and into the audience

Our story

Characters the WorldAlready Knows

Elf Labs combines iconic character IP and next-generation storytelling. We own some of the world’s most recognized fairy-tale characters and bring them to audiences through film, TV, mobile, games, consumer products and real-time 3D.

We won landmark rights to Cinderella, Snow White, Rapunzel and more, from the U.S. Patent & Trademark Office all the way to a Supreme Court victory. Today the portfolio spans 500+ trademarks and copyrights across 30+ countries, from the classic Junior Elf storybooks to RoboStars, our newest franchise.

Our history

Over a Century in the Making

From the first Junior Elf storybooks to a Supreme Court victory and the big screen.

1913
The Junior Elf children’s books begin at Rand McNally.
Hundreds of millions of books sold.
2006
Company founded
With one mission: build a character IP portfolio with global recognition.
2008
Secured the exclusive master license to the classic Junior Elf characters and art.
First Junior Elf Princess trademarks filed.
2010
Three Disney challenges against our trademarks dismissed with prejudice.
2012
Acquired the entire Junior Elf IP portfolio outright.
2014
Won the Zombie Cinderella appeal
At the U.S. Trademark Trial and Appeal Board.
2023
Won the Rapunzel trademark challenge
At the U.S. Trademark Trial and Appeal Board.
2024
Launched as Elf Labs (Deadline exclusive).
2025
Closed a deal to launch Elf Mobile on T-Mobile’s 5G network.
2026
Now
- Supreme Court victory: the Rapunzel win stands.
- Major motion picture deal for wide-scale theatrical release in China, announced at the NYSE.
- Nasdaq ticker reserved.^*
- Reg A launches.

* Elf Labs reserved a ticker with Nasdaq (ELFS). Obtaining a ticker does not mean the company is eligible to list on Nasdaq or would ever complete a listing on Nasdaq.

What we’re building

One Character Library. Every Screen.

The same characters and same technology on every screen. From TV to gaming to your mobile plan.

Pilot complete
Our original franchise. The pilot is out, and the feature will head to theaters upon completion.
Coming to 200M+ smart TVs
A smart TV channel with original series and films, plus an interactive layer for AR and games.
Coming soon
Play inside the story. Full 3D worlds stream to your TV instantly, with no downloads.
Coming soon
A mobile service on T-Mobile’s network, with your shows, games and worlds built in.