The Elvira character soon evolved from an obscure cult figure to a lucrative brand. She was associated with many products through the 1980s and 1990s, including Halloween costumes, comic books, action figures, trading cards, pinball machines, Halloween decor, model kits, calendars, perfume and dolls. She has appeared on the cover of "Femme Fatales" magazine five times. Her popularity reached its zenith with the release of the 1988 feature film "", on whose script, written directly for the screen, Peterson collaborated with John Paragon and Sam Egan.