THE SECRET IS OUT! ELF TOWN DUBLIN REVEALS BRAND NEW MAGICAL TOY FACTORY, OPENING IN THE RDS THIS SATURDAY

Monday, 9th November 2026: The elves have been keeping one very big Christmas secret under their hats… until now!

Elf Town Dublin has revealed a spectacular giant Toy Factory, a brand new room addition to its much loved immersive Christmas experience, for the very first time this year. The beloved annual experience opens in the RDS to the public this Saturday, with many popular dates already sold out.

Opening as part of Elf Town Dublin’s 2026 run from 14th November to 23rd December, the completely new Toy Factory will welcome families into a magical workshop for the final chapter of their Honorary Elf Journey. Here, they will meet Sprocket, Head of Creative Innovation, their lively assistant Buttons, and an extraordinary new invention: the Elfo-matic.

Children become part of Sprocket’s biggest experiment yet: sending elves into the real world to help Santa check his Naughty and Nice List, then restoring their magic when they return.

With Buttons at the centre of the adventure, young visitors are invited to help Sprocket bring an elf to life through imagination, shared belief and a little Elf Town magic. Together, the children have a magical role to play, helping make the extraordinary happen as they complete their journey to becoming Honorary Elves.

Magic is at the heart of everything Elf Town does, and this interactive finale takes it a step further, putting children at the heart of the story and giving them the chance to help create the magic themselves.

The new addition marks an exciting next chapter for Elf Town Dublin, an experience built around one deceptively simple question which guides the team every year: “What is going to make a child believe?”

With years spent refining the experience, the Elf Town team believes that childhood magic is something worth protecting and preserving, creating a world where children can embrace their imaginations, believe wholeheartedly and feel as though they have genuinely stepped out of the human world and into Santa’s.

The new Toy Factory will form part of the full Elf Town Immersive Experience, where children embark on their journey to becoming official Honorary Elves.

Upon arrival, their adventure begins at the Elfification Station before crossing the magical Elven Gateway into Elf Town itself. Along the way, children complete special tasks and collect stamps in their Honorary Elf passports as they visit the Reindeer Stables, home to Santa’s real reindeer, the only real reindeer at any Christmas experience in Ireland, brought into the country every year especially for Elf Town.

Their journey continues through the Elf Town Post Office and Elf Terrace, before stepping inside Mrs Claus’ Kitchen to decorate gingerbread alongside Mrs Claus and her team of baking elves.

For 2026, families will then complete their Honorary Elf training in Sprocket’s spectacular new Toy Factory, before continuing towards one of the most special moments of their adventure: a completely private visit with Santa Claus himself.

What makes this visit even more magical is that Santa already knows special secret details about each child, supplied by their parents at the time of booking. Whether it’s their best friend’s name, their position on the GAA field, their teacher’s name or their favourite subject in school, Santa knows all the little details that make children wonder how on earth he could possibly know!

After meeting Santa, families travel through Jack Frost’s Frozen Forest and his extraordinary Frozen Ice Cave, the only Jack Frost cave in the world made from real ice and kept at an incredible minus 25 degrees Celsius.

The adventure concludes at the Elf Town Toy Shop, where children exchange the special Golden Coin given to them by Santa for a toy of their own choosing.

And for 2026, Elf Town Dublin is making its Christmas magic more accessible than ever before, introducing two different experience options designed to suit families’ time and budgets.

For the first time, families can choose between the full 75-minute Immersive Experience, which includes the brand new Toy Factory and the complete journey through Elf Town, or Santa’s Magical Visit, a shorter 30-minute experience offering families a more affordable way to enjoy the magic of Christmas and meet Santa Claus.

  • Santa’s Magical Visit: Adults from €10, children from €18 and babies under 13 months from €8.

  • The Immersive Experience: Adults from €19, children from €29 and babies under 13 months from €13.

The new Toy Factory is exclusive to the full Immersive Experience.

Elf Town Dublin opens at the RDS on November 14th 2026 and runs until December 23rd 2026.

Tickets and full booking information are available at www.elftowndublin.ie.