Santa decided that 2022 was the year he would make tree-mendous changes to his operations at the North Pole, and looked to the experts at Parvalux to help him gear up production and warehousing functions, to motor into the future.

The decision to spruce things up was a long time coming but had many motivating factors. Santa was worried he was being viewed as old-fashioned, which isn’t helped by wearing the same outfit since the 1870’s, but he was also worried about supply and demand. Since 2010, the global population has grown from 6.9 billion to 7.8 billion (2 billion are kids). That is a lot of increased demand, not only in production, and packing of presents, but also in distribution and nearly a billion extra letters a year to sort and action.

Over the past ten years Santa & Mrs Claus have increased the elf-force by 50%, as well as increasing the number of reindeer to pull the heavier sleigh around the globe on December 24.

But even with increased resources the elves revolted, and on Boxing Day 2021, they gave Santa an ultimatum. Improve operations or they were going to leave the North Pole to join the mischievous ‘elf on a shelf’ organisation which was causing more skills shortage in the industry. That would have been disastrous.

So, Santa has now put in a number of automated systems which are more efficient, save money, and ensure all the good little boys and girls still get their gifts on time. With a little help from the elves at Parvalux, Santa was able to get all the advice he needed to automate the systems and keep the North Pole elves happy, as well as streamlining his Christmas operation.

Sorting Machines

With two billion letters arriving in the months up to Christmas (sometimes more as some children write twice) to avoid mix-ups and gift requests being missed Santa believed it was time to introduce a top of the range motorised sorting machine.

The efficient motorised machines work hard not only to open each letter, but also sort according to request and location, ready for the elves to enter the wish onto Santa’s list.

These machines have revolutionised the letter and gift sorting processes by increasing accuracy and increasing the volume that can be processed. Of course, this is done with fewer staff meaning elves can be freed up for more skilled tasks like putting the snap into Christmas crackers.


Throughout the North Pole operation, conveyors have been installed to move parts between different departments and workshops involved in toy making, wrapping and packing.

With the variety of shapes, sizes, and weights of parts and toys Santa needed motors which could handle these, so he chose from Parvalux’s range of DC conveyor motors that can adapt to change speed, and deliver higher torque for heavier loads. The hard-wearing motors are even able to handle the additional loads caused by troublesome elves riding the conveyors, which presents a whole other elf and safety issue.

It has been rumoured that the ingenious elves have integrated Parvalux’s smaller motors into small conveyors from the elves’ canteen to their different departments, so after lunch they don’t have to walk or even stand up until absolutely necessary – although this is unverified at this time.

Materials Handling

One of the elves’ major gripes concerned elf and safety. With many of them reaching their third century in age, they didn’t feel they should be humping heavy boxes of gifts from production lines to wrapping and then to sleigh loading. It puffed them out and made singing 12 Days of Christmas impossible.

The second problem they had was that the factory and storage warehouse was not accessible to a race of reduced stature. Reaching the higher shelves was dangerous, and they found themselves on more than one occasion creating an elf pyramid to reach the top. One time, this nearly ended in disaster because Bojo was at the bottom of the pyramid and suffers from allergies. One sneeze and the entire shelf unit had elves hanging on for dear life.

Santa therefore commissioned the installation of shuttle systems which mobile transportation vehicles which can ‘shuttle’ elves and stock between storage racks. They run on tracks, meaning the elves will never get lost.

As storage space at the North Pole is at a premium, some areas of the warehouse are inaccessible by tracked shuttle systems so rather than rely on magic dust (which is a limited natural resource) Santa also built Parvalux’s motors into his Automated Guided Vehicles (AGVs). These can avoid any obstacles the elves put in their way including Christmas puddings, and reindeers. They can also move upwards, which maximises floor space without the need for elf pyramids or magic reindeer flying dust to reach the top shelves.

With increased demand over the previous years more elves had been needed to help Santa check the naughty and good list twice. Now, under supervision of one elf AGVs are sent to pick the right gift for the right person from the warehouse shelves and take it to the all-important wrapping and labelling department. Unfortunately the elf in charge is Bing, who is not known for being lively, so any discrepancies will 100% be down to him snoozing on the job. The AGVs are quicker, can move heavier loads, and are far less whingy than the elves who were responsible previously.

Once in the wrapping and labelling department the gifts themselves are sorted, diverted, and divided using another sorting machine to ensure they are sent along the right conveyor to the right place for labelling (in the recipient’s language), wrapped accordingly. Santa utilised motors in wrapping test robots, to shake each wrapped present vigorously to ensure it could withstand any cheeky children checking presents beneath the tree before the adults are awake. Previously a lot of the elves responsible for impact testing did not stop shaking until March due to RSI, which made the bells on their hats jingle so much Mrs Claus was getting a migraine. 

Printing Machines

As the number of presents and therefore gift labels have increased year on year Santa felt this was one area which could be streamlined. He therefore introduced printing machines which not only print thousands of labels a minute but each and every one will be pristine, without ink blots and elves’ fingerprints. Immediately Santa’s workshop and the labels themselves look a million times more professional.

It’s said that if you listen very closely even the motors in the machines sing Christmas carols, but as Parvalux motors are so quiet you have to have very big ears to hear them.

Sleigh-etising Robots

Getting the sleigh packed with two billion presents used to be a task and a half with a team of the most nimble elves packing in order of delivery with constant referencing of the ‘good’ list, and all within a very small space – the sleigh port.

Now instead of having to carry the gifts from the wrapping department, AGVs and conveyer belts take care of that, bringing them directly to the sleigh port to be dealt with by the sleigh-etising robots. This system automates the placement and stacking of presents onto the sleigh ready for transportation. This reduces the time that it takes to load the sleigh and can free up some of the elves for other tasks – like curling ribbon and making tree-mendous hot chocolate.

Once the presents are on the sleigh, Santa only wants them to come off at the right time, so he has introduced a customized sleigh strapping robot which will ensure that all the presents regardless of shape and size are all strapped in safely. These robots will save elf hours, as they can be elved by one operative – Duwende as he makes shocking hot chocolate and is best utilised in the sleigh port.

Automatic Doors

For centuries the doors in the North Pole have been wooden swing doors, which were easy to open when arms were loaded with products, boxes or trays of mince pies. But, in 2021 there was an elf and safety issue when Hermey, who wasn’t paying attention after one too many special hot chocolates, stood in the doorway hiccupping and got hit in the face with a swing door. There was uproar, as it knocked her hat off and now her nose honks like a goose every time she sneezes.

Now all doors are sensor operated automated and motorised with reliable Parvalux motors, which not only will protect elves’ noses and hats from door-related incidents, but also ensures that the sleigh port launch doors open exactly when needed. They also open and close more efficiently helping to keep the North Pole weather outside and the heat in, decreasing carbon footprint and saving on fuel bills. As the finance manager, Mrs Claus applauds anything that saves money!

North Pole by Parvalux

These changes have revolutionised the Christmas present manufacture, packaging, and distribution processes at the North Pole. They have also kept Santa’s elves happy in their work, knowing it is a safe environment for them to make and wrap gifts and enjoy a well deserved post work Baileys.

None of these changes would have been possible without the help from Parvalux and our vast range of DC brushless and brushed motors and gearboxes – with no magic flying reindeer dust required. If like Santa you are giving your factory and warehouse a make-over give Santa’s helpers at Parvalux a call. We can’t help with lazy, troublesome elves but we do know our motors!

We hope you have enjoyed reading our Parvalux festive story, and wish you a happy and healthy 2023.