It’s one thing to tell a great story.

It’s another to build and sustain an entire brand universe around it.

What began with The Elf on the Shelf has evolved into a fully realized Santaverse that spans books, TV, games,music, and more.

Now, Christa Pitts and Chanda Bell, co-founders and co-CEOs of The Lumistella Company, are writing the next chapterwith their first YA novel, The Rise of Nicholas the Noble, reengaging fans who grew up with the magic but are aging out.

This week, we sat down with Christa and Chanda to talk about worldbuilding, fandom, and how storytelling and brand building can become one and the same.