Mason Williams Communications has been appointed to deliver a national PR campaign for The Elf on the Shelf: A Christmas Tradition.

The Manchester-based agency, which celebrates its 30th year in business this year, will partner with American company CCA and B, LLC, home of the The Elf on the Shelf, to communicate its brand story and values, as well as connecting with national consumer media.

Senior Account Director Joanne Greer said: “The Elf on the Shelf win is great for Mason Williams. It reinforces our expertise in the family and toy sector.

“It’s also an exciting brand to be working with –  a family run business with an inspiring story and some fantastic new product launches for 2016.”