The Elf on the Shelf

The Elf on the Shelf is the name of a 2005 American picture book for children, written by Carol Aebersold and her daughter Chanda Bell, and its accompanying toy elf. The book was illustrated by Coë Steinwart and tells a Christmas-themed story, written in rhyme, that explains how Santa Claus knows who is naughty and nice. It describes elves visiting children from Thanksgiving to Christmas Eve, after which they return to the North Pole until the next holiday season. It came in a keepsake box that featured a hardbound picture book and a small scout elf. The story was inspired by a family tradition that started with Carol Aebersold when she was a child, in Oak Ridge, Tennessee, and which she later carried on with her twin daughters, Chanda Bell and Christa Pitts, in Georgia.
Early versions of the book were promoted at the end of 2004. The tradition described in the book saw wider adoption as a result of its publication, including being widely shared on social media.
The book tells the story of a scout elf who hides in people's homes to watch over events. Once everyone goes to bed, the scout elf flies back to the North Pole to report to Santa the good and bad activities that have taken place throughout the day. Before the family wakes up each morning, the scout elf flies back from the North Pole and hides. By hiding in a new spot around the house each morning, the scout elf plays an ongoing game of hide and seek with the family.
The Elf on the Shelf explains that scout elves get their magic by being named and loved by a child. At the back of each book, families can write their elf's name and the date they adopted it. Once the elf is named, the scout elf receives its special Christmas magic, which allows it to fly to and from the North Pole.
The book tells how the magic might disappear if the scout elf is touched, so the rule states, "There's only one rule that you have to follow, so I will come back and be here tomorrow: Please do not touch me. My magic might go, and Santa won't hear all I've seen or I know." Although families are told not to touch their scout elf, they can speak to it and tell it all their Christmas wishes, so that it can report back to Santa accurately.
The story ends on Christmas Day, with the elf leaving to stay with Santa for the rest of the year, until the following Christmas season.
The Elf on the Shelf was written in 2004 by Carol Aebersold and her daughter Chanda Bell. Bell suggested they write a book based on their family tradition of an elf sent from Santa who came to watch over children at Christmas time. Aebersold's other daughter, Christa Pitts, was recruited by the family to share her expertise in sales and marketing. Together, the trio devoted the next three years to promoting their self-published book and attending book signings and trade shows.
The Elf on the Shelf won the Best Toy Award by Learning Express, a Book of the Year Award from Creative Child Awards, and a National Best Books Award sponsored by USA Book News in 2008.
In 2013, the book hit the No. 1 spot on the USA Today bestsellers list. In October 2013, The Elf on the Shelf: A Birthday Tradition was released. Written and illustrated by the same team that created the first book, it offers instructions for inviting a scout elf to visit for a child's birthday party and describes how the elf decorates a chair for the child.
The Atlantic columnist Kate Tuttle calls The Elf on the Shelf "a marketing juggernaut dressed up as a tradition", whose purpose is "to spy on kids". She argues that one shouldn't "bully [one's] child into thinking that good behavior equals gifts." Writing for Psychology Today, David Kyle Johnston calls it a "dangerous parental crutch", akin to what he terms the "Santa lie". Vox published a critique, warning that "the toy can breed competition (and potentially feelings of inadequacy)" and that it added "holiday stress" for parents, as well as calling it "a symbol of the surveillance state disguised as a children's toy".
Many privacy organizations and researchers criticize the product for teaching children that involuntary, non-consensual surveillance is normal. Washington Post reviewer Hank Stuever characterized the concept as "just another nannycam in a nanny state obsessed with penal codes". Professor Laura Pinto suggests that it conditions kids to accept the surveillance state and that it communicates to children that "it's okay for other people to spy on you, and you're not entitled to privacy." She argues that, "if you grow up thinking it's cool for the elves to watch me and report back to Santa, well, then it's cool for the NSA to watch me and report back to the government... The rule of play is that kids get to interact with a doll or video game or what have you, but not so with the Elf on the Shelf: The rule is that you don't touch the elf. Think about the message that sends."
Other experts have disagreed, suggesting elves encourage children to be kind and compassionate. "The elf is a visual cue to act nice", Judith Tellerman, clinical professor of psychology at the University of Illinois College of Medicine, tells Yahoo Parenting. "It might remind kids not to fight with their brother".
By 2022, sharing photographs on social media of the elf toy in elaborate poses or situations had become a significant part of the Elf on the Shelf experience for some, with parents attempting to outdo one another's displays. Scenarios shared online included the elf using toilet paper to swing from ceiling lights or filling a sink with hot chocolate and marshmallows. In December 2024, the company released "The Official 24-day Ultimate Elf Ideas Kit" and "The Elf Ideas Super Set" to make the tradition less stressful for parents, which they acknowledge has been a growing concern. One academic noted that "The elf is increasingly being caught doing things a child would get in trouble for doing, which seems to contradict the point of it all."
On November 26, 2011, a thirty-minute animated special, titled An Elf's Story: The Elf on the Shelf, directed by Chad Eikhoff, aired on CBS. The Washington Post criticized the quality of the animation and dismissed it as "just a half-hour advertisement for a book and a toy", which it felt would not join "the canon of prime-time animated Christmas specials that actually move the spirit". In contrast, Common Sense Media called the special "a great addition to families' holiday TV traditions", although they warned parents about the consumer-driven nature of the story and made note of its lack of educational value.
On October 9, 2020, multiple media outlets reported that Netflix, in partnership with the Lumistella Company, was developing "series, movies, and specials" based on The Elf on the Shelf. The content would be produced by Roy Lee and Miri Yoon, "including original live-action and animated series and movies for pre-school audiences as well as families".
On October 3, 2023, TheWrap reported that Food Network had developed a reality television show titled The Elf on the Shelf: Sweet Showdown, which premiered on November 19, 2023. Hosted by Duff Goldman, it follows "six teams of what the series is dubbing Sweetmakers for the chance to win $25,000 and the title of the Ambassadors of Confectionery Concoctions. Each week, teams will be challenged to create holiday-themed edible showpieces." Judges included Kardea Brown and Next Great Baker winner Ashley Holt.
Elf on the Shelf dolls are typically available with different skin tones and genders. In 2007, a photograph of Jennifer Garner carrying a product box led to a segment on the Today show, driving an increase in sales.
In 2012, The Elf on the Shelf made its first appearance in the Macy's Thanksgiving Day Parade, alongside fellow parade newcomers Hello Kitty and Papa Smurf.
In April 2014, two supplemental birthday products were released: the Elf on the Shelf Birthday Countdown Game and the Elf on the Shelf Birthday Chair Decoration Kit. These are examples of over 150 products licensed by the Lumistella Company, which as of 2023 had sold more than 22.5 million Elf on the Shelf dolls.
In 2019, the Elf on the Shelf brand was extended to a live stage musical, Kellogg's food products, and activities at IHOP restaurants.
In 2023, the Lumistella Company partnered with Beaches Resorts to offer "V.I.E." ("very important elf", a reference to VIP) packages, "butler-curated perks at all three Beaches Resorts in Jamaica and Turks and Caicos".
As of 2023, Forbes estimated the Lumistella Company generated annual revenues of $100 million, while co-CEOs Bell and Pitts were estimated to have a personal fortune of around $50 million.
In 2013, Neil Hoffman created the toy and book The Mensch on a Bench, featuring a plush Jewish mensch character.
Other rhyming jokes became popular in internet memes in 2017, after a Tumblr user named "dankmemeuniversity" shared an image of an action figure of Ash Ketchum from Pokémon in a trash bin. It was captioned "You've heard of Elf on the Shelf, now get ready for...", encouraging other users to rhyme "Ash in the trash", an example of a snowclone. The post was reblogged over 180,000 times. Another Tumblr user, "Kawaii Rain", built on the joke with a picture of an action figure of Link from The Legend of Zelda in a sink. Over time, the meme spread beyond gaming references to other genres and celebrities.