--- title: The Elf on the Shelf empire - The Hustle description: The Elf on the Shelf may be a bit creepy, but the kids love it. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1372769294-HS-News-Brief_2022-12-22T025914.723Z.webp --- # The Elf on the Shelf empire ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: December 22, 2022 Updated: October 11, 2023 According to “Elf on the Shelf” lore, Santa Claus sends an elf scout to spy on children from Thanksgiving to Christmas. Each morning, it appears in a new place in the home for kids to find. Each night, it reports naughty and nice behavior to the North Pole. ![The Elf on the Shelf empire](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1372769294-HS-News-Brief_2022-12-22T025914.723Z.webp?width=595&height=400&name=1372769294-HS-News-Brief_2022-12-22T025914.723Z.webp) The whole thing stems from a 2005 children’s book written by Carol Aebersold and her daughter Chanda Bell, and illustrated by Coe Steinwart. Bell [told](https://www.cnbc.com/2020/12/18/how-the-elf-on-the-shelf-tradition-started-.html) *CNBC* that Aebersold played a similar game with her and her twin sister Christa Pitts as kids, leading them to write and market the story with her as adults. Today, the sisters are co-CEOs of The Lumistella Company, which houses… #### **The massive Elf brand** Despite criticism that the elf is [creepy](https://www.theatlantic.com/sexes/archive/2012/12/youre-a-creepy-one-elf-on-the-shelf/266002/?single_page=true) and [normalizes surveillance](https://www.nytimes.com/2021/12/23/style/elf-shelf-privacy.html), the glassy-eyed dolls have become a full-fledged empire. Now, parents are being encouraged to also buy pets, clothes, accessories, “mates,” and a carrying case (since you’re not allowed to touch the Elf lest it lose its powers). The Elf has also appeared via: - A [balloon](https://macysthanksgiving.fandom.com/wiki/The_Elf_on_the_Shelf) in Macy’s Thanksgiving Day Parade - TV [specials](https://deadline.com/2020/10/netflix-the-elf-on-the-shelf-brand-film-tv-live-action-animated-holiday-projects-deal-1234594535/) - A [drive-thru experience](https://www.youtube.com/watch?v=W1XCDptqKUI) - Partnerships with brands including Kellogg’s, Allstate, and [The Honey Baked Ham Company](https://www.facebook.com/HoneyBaked/photos/pro-tip-let-the-elf-on-the-shelf-guard-your-honey-baked-ham-until-its-time-to-ea/3754916337892329/?paipv=0&eav=AfbooJJM9wrTknqnWUgvJPH4PIZDteTvkF4-OVY6p5CDAIA3vkwLhEzG0EjGJOOFhuY&_rdr) The company hasn’t released recent financial data, but Pitts [told](https://www.foxbusiness.com/lifestyle/elf-shelf-how-brand-evolved-16-years) *Fox Business *that Lumistella employs 100+ people and has “adopted” out **22.9m+** elves, pets, and mates to date. #### **Pop culture loves Elf on the Shelf, too** It’s become a [popular meme format](https://knowyourmeme.com/memes/youve-heard-of-the-elf-on-the-shelf) and an [SNL parody](https://www.youtube.com/watch?v=C9EJSMG_cdo) — not to mention inspo for the Mensch on a Bench, a Hanukkah version developed by Neal Hoffman and [featured](https://open.spotify.com/episode/6fPojFcz5tsZCm2stdX245) on “Shark Tank.” Topics: [Ecommerce And Retail](https://hs-sbup.thehustle.co/tag/ecommerce-and-retail) [Holiday](https://hs-sbup.thehustle.co/tag/holiday) ## Follow us on social media prev next - ![Excited about Bed Bath & Beyond’s return? 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