Elf Tradition Marks Two Decades

CLEVELAND, Tenn. (WDEF) – This year, The Elf on the Shelf is celebrating 20 years as a holiday tradition in homes across the country, and around the world. 

What started as a family custom grew into a global phenomenon thanks to twin sisters Chanda A. Bell and Christa Pitts, along with their mother, Carole Aebersold.

The idea began with a childhood elf that the family believed “reported” back to Santa each night. In 2005, Chanda and Carole self-published The Elf on the Shelf: A Christmas Tradition, pairing the book with a Scout Elf figure. 

Christa later joined the effort, helping turn the project into a nationwide best-seller and a beloved holiday tradition.

Since then, the brand has expanded to include Elf Pets, Elf Mates, storybooks, and holiday merchandise. Under the sisters’ leadership, The Lumistella Company has also developed the “Santaverse,” a magical North Pole universe that brings new characters and stories to life year-round.

Now, 20 years later, the company continues to create new experiences, books, and collectibles, all focused on fostering family traditions and imaginative play during the holiday season.