It all began with a book… and a question: what if Christmas wasn’t a season, but a way of seeing the world?
The Kingdom of Santa Claus is a living narrative universe, a cultural vision, and a timeless invitation to believe again created by Italian author and visionary storyteller Giorgio Onorato Aquilani.
Born in a small Italian town called Vetralla, the Kingdom began as an immersive live experience set up by Giorgio’s family. But over the years, it has become something much greater: an internationally expanding intellectual property, made of original characters, books, music, shows, educational projects, and stories that speak to both children and adults.
Its mission? To bring wonder, empathy, and imagination back into everyday life – not just during the holidays, but throughout the year.
Our stories are the soul of the Kingdom. From Lucy and the Secret of Santalloween to Back to Magic, every tale reveals a deeper layer of meaning.
These are not seasonal fables. They are stories of identity, transformation, resilience, and joy – designed for families, but written to last.
Through publishing, audiovisual development, educational programs and immersive experiences, we are building a multiplatform ecosystem of content.
Each project is an invitation to explore not only a magical realm, but ourselves..
Yes, the Kingdom exists physically: more than 600,000 people visit the magical village of Vetralla every year. But the Kingdom is much more than a store or an attraction. It’s a narrative portal. A place that awakens what we thought was lost: the courage to imagine, the wisdom of play, the power of kindness.
From that enchanted village, a global narrative IP is now growing.
If you’re here, you’re part of the story.
The Kingdom is just the threshold.
Wonder begins when you decide to walk through.
The Kingdom of Santa Claus exists to:
☆ Awaken Wonder
We create worlds that spark imagination, restore awe, and help children, from 0 to 1000 year old, remember what it means to truly feel.
☆ Tell Universal Stories
Through books, music, characters and live experiences, we craft narratives that cross generations and cultures, rooted in timeless values like kindness, courage, memory and light.
☆ Build a Living Legacy
Our stories don’t end with the final page, they grow with those who receive them. The Kingdom is designed to stay, to evolve, to become a cultural reference point for those who believe in meaning beyond trends.
☆ Bridge Fantasy and Reality
We don’t escape reality, we enrich it. Every magical tale is a metaphor. Every enchanted place is a mirror. The Kingdom shows that fantasy can be a tool for truth.
☆ Create Emotional Impact
We’re not just in the entertainment business. We’re in the transformation business. We want every visitor, every reader, every child and adult to leave changed: lighter, braver, more alive.
It all started with a small Christmas store.
At first, it was just a place to sell decorations.
But behind it, there was already a beating heart: a deep desire to bring magic back into people's lives.
The store grew, but something invisible grew even more: a different way of
transmitting emotion.
The Kingdom of Santa Claus became a national destination, drawing visitors from all over Italy.
The mission became clear: to create a place where children from 0 to 1000 years old could rediscover wonder.
The Kingdom evolved into an experience… not just a shop, but a destination for memory, dreams, and rebirth. Where nostalgia transforms into future
What had begun as marketing took on a life of its own.
The first characters of the Kingdom were born, symbols of a story that started
to breathe and grow.
Year after year, new figures and new details were added.
The success of the Kingdom led to a profound realization: the need to codify
the philosophy behind it.
Every Day is Christmas was born. The first non-fiction book by the founder, a collection of reflections blending storytelling, philosophy, and practical insights on how to bring the magic of Christmas into everyday life. Available only digitally, it surpassed over one million downloads worldwide, proving that the longing for wonder, kindness, and meaning knows no seasons.
A guide to living with joy, generosity, and purpose… every day.
The need to offer children something deeper became urgent. Not a promise to “become children again,” but an invitation to grow up nurtured by a world built on timeless values.
The first internal story, Lucy and the Mystery of the Magic Lost, was written and distributed in over 70,000 copies.
A true narrative manifesto in a world that has forgotten how to believe:
“We are drowning in a culture of seeing to believe. Our stories are built on the opposite: believing in order to see again.”
The dream expanded into music.
The Kingdom signed a distribution deal with Warner Music to release its original songs worldwide.
Also after the success of the first book, the Kingdom signs a major publishing contract with Gribaudo (Feltrinelli Group) for the italian release of the next story: Lucy and the Secret of Santalloween, achieving national success.
The Kingdom participated for the first time in the Bologna Children’s Book Fair, positioning itself not just as an Italian attraction, but as a narrative universe ready for the world.
The writing of Back to Magic was completed — a transgenerational novel that opens the door to the entire Kingdom universe. A story that bridges London and Vetralla, fantasy and reality, past and future.
An invitation to rediscover the magic of life through courage, love, and wonder.
The magic of the Kingdom was noticed by MagicLand, one of Italy’s premier theme parks.
The Kingdom signed a five-year licensing agreement to bring its stories, shows, and songs to the park’s Christmas season, enchanting thousands of families.
The first two books took life and also became musical stage shows in the park. A sign that the Kingdom was no longer just a place, it had become a living culture.
The Kingdom of Santa Claus is a complete narrative ecosystem:
★ original characters
★ fairy tales and novels
★ songs
★ shows
★ real-world experiences
★ a growing merchandise line
★ and a clear cultural mission: to create new timeless fairy tales.
The next step is natural: bringing this light to the world.
To discover the personalized gifts and decoration range
To get in touch with the man
That’s the title of the book written by Giorgio Onorato Aquilani to share the vision, values and secrets behind the most common Christmas Symbols… a read that can change anyone’s life! Enjoy the ride…EVERY DAY IS CHRISTMAS!
Embark on a wondrous path that winds through profound reflections on the significance of the most common Christmas symbols. Discover how they can become invaluable and transformative guides in adulthood, shaping a new and enhanced version of ourselves and our actions in life. And, of course, expect enchanting encounters with the esteemed residents of The Kingdom of Santa Claus, beloved characters who have become synonymous with the spirit of Christmas.