Every parent knows the feeling; sometimes the box is every bit as exciting as the present inside. This Christmas, My 1st Years is turning that familiar family truth into the gift itself, with the limited-edition My Little Elf Box – and only 10,000 will ever be made.
Priced at £5 and available as an upgrade option to the standard luxury gift box on the My 1st Years website from November, the box will not be restocked once the 10,000-piece run has sold.
Created to be shared, played with and rediscovered each December, it brings an extra layer of anticipation to Christmas morning while giving festive packaging a life well beyond the unwrapping.
The box opens into a magical festive world, where a cosy room filled with stockings, toys and a decorated tree, meets a snowy North Pole landscape. Santa and three mischievous little elves pop-up to take their place in the scene – ready to inspire stories, games and Christmas adventures long after the last gift has been opened.
Customers simply select the upgrade option at checkout to bring an extra touch of Christmas theatre to their order. Although the box itself is not personalised, it creates the perfect setting for the personalised gifts waiting inside – making each name, message and carefully chosen present feel even more special.
Step Inside The Box At Selfridges
The magic will become larger than life at the My 1st Years pop-up in Selfridges London, opening its ribboned doors on the 9nd November. Styled as a full-sized version of the box, the installation will allow visitors to step inside the festive world for themselves – turning the moment of opening the box into an experience families can walk into.
My 1st Years will encourage visitors and customers at home to share how the box becomes part of their Christmas using #TheBoxIsTheGift. The campaign will celebrate everything that happens after the lid is lifted; the reactions, the imaginative play and the traditions families create around it.
One Of 10,000
A total of 10,000 boxes will be available for Christmas, with #1of10000 marking the arrival of the limited seasonal design. Once the boxes are sold, the design will not be produced again – making each one a small part of My 1st Years’ Christmas story for 2026.
The limited-edition My Little Elf Box is available on the My 1st Years website as a £5 addition to any online My 1st Years order from November 2026, while stocks last.
Because sometimes, the most memorable gifts are the ones where the box is part of the present too.
