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I just remembered seeing this a few days ago: http://bricksfanz.com/new-2018-lego-elves-sets-exclusive-to-argos/
This does not fill me with optimism for Elves' future, as the soon-to-retire Nexo Knights sets have a similar deal with John Lewis in the UK with regard to the latest/final wave.
There are two Elves Summer sets in the leaked catalogue but after that, who knows what will happen?
I'd really like the theme to continue, I still think there's lots of potential: for instance somebody talked about an aquatic theme with mermaids, which could be really cool.
Or maybe it's run its course now and it's time for a fresh minidoll theme.
I'd love to hear others' thoughts on this.