Santa’s Buddy is Showing Up on the Shelf – and Lots of Other Places

“The Elf on the Shelf: A Christmas Tradition,” a holiday children’s picture book, written by Carol Aebersold and her daughter Chanda Bell and illustrated by Coë Steinwart, was first published in 2005. It’s the story of Santa’s little helper, a magical scout elf, who watches children by day and returns to the North Pole each night to report back on their behavior. When the elf returns to the house the next day, he or she then hides, creating a holiday hide-and-seek that lasts throughout the season. What initially began as a publishing company launching The Elf on the Shelf has led to ubiquitous elf figures displayed in homes and evolved into a global IP company focused not just on consumer products, but entertainment and brand experiences too.  

The licensing success