How two sisters turned their family Christmas tradition into a trend that's divided parents for two decades
There are two kinds of parents when December hits: those who are fully on board with Elf on the Shelf, and those who don't want a bar of it.
But what a lot of people may not know is the now-iconic – and divisive – parenting trend actually started off as one family's ritual.
"Elf on the Shelf was actually part of my family's tradition when I was growing up," Christa Pitts recently told Today.
Watch the video above.
Christa Pitts' family tradition inspired Elf on The Shelf, which has been going for over 20 years now. Today
Growing up, an elf would come and visit her and her siblings every festive season.
"We would race out of bed in the morning and our elf, Frisbee, would arrive on what was the US Thanksgiving, and every morning between Thanksgiving and Christmas, and be back from the North Pole," she explained.
It was one of those magical memories they all had, but when her sister had kids she wanted to do the same thing, except there was nothing that existed – and that's how the elf was born.
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What is Elf on The Shelf?
For those who aren't sure what the ritual is, or still don't quite understand how it all works, it's simple.
The Elf is a Scout Elf, one of Santa's elves, and they arrive in homes on December 1. Each night they fly back to the North Pole and report to Santa if the children have been naughty, or behaving.
The elves return to the house in time for the next morning, hiding in a new spot – and are known for creating some mischief and getting up to cheeky situations.
The Elf on the Shelf kit contains an Elf on the Shelf: A Christmas Tradition book and a Scout Elf.
Where did the Elf on The Shelf start?
The first Elf, Frisbee, was a gift Christa's mum Carol Aebersold got when she was a child.
In the '70s, that elf made an appearance for her three kids, arriving on Thanksgiving like Christa mentioned, and would report back nightly to Santa on the siblings' behaviour over the day in the leadup to Christmas. It fast became their tradition.
When Chanda had her own kids, they brought the elf to life for families everywhere with the creation of the Elf on the Shelf book in 2004.
The Scout Elves are known for getting into cheeky or mischievous situations. Facebook/@JustLovlie
Who came up with Elf on The Shelf?
The mother-daughter duo wrote the book and they roped in Christa, who had experience in sales and marketing, to bring their vision to life.
The trio devoted the next three years to promoting the self-published book and it's turned into quite the success story.
How has the Elf on The Shelf tradition grown?
For a self-published story, Elf on the Shelf is one of the most successful self-publishing stories of all time, with more than 17.5 million Scout Elves being adopted – you don't buy them, you 'adopt' them – around the world.
Some parents get very, very creative with their Elf on the Shelf ideas. Facebook
The Elf on The Shelf is part of The Lumistella Company and has expanded far beyond the book.
In 2013, the book hit number one on the US Best Sellers list, and the range of elves has expanded to include different skin tones and genders. The Elf has also appeared at the iconic Macy's Thanksgiving Day Parade, in a live stage musical, in food products and a Netflix special. There's even an animated special about the Elf.
There's also a second book, The Elf on the Shelf: A Birthday Tradition, which was released in 2013 and focuses on a new birthday tradition.
What are the rules of an Elf on The Shelf?
The whole idea of the elf is simple, but there are some important rules you need to follow, including:
- Children shouldn't touch the Scout Elves or they'll lose their Christmas magic.
- Scout Elves listen well, but they never speak to humans.
- Scout Elves are always nice, often clever and humorous, but never cruel or naughty.
- After reporting back to Santa at the North Pole each night, Scout Elves are found the next morning in a new spot in the home.
- Scout Elves are adopted, not bought
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