‘The Elf on the Shelf’ brand’s magical story started with co-founder’s family and its own Christmas elf
NY Post
Santa’s sneaky elves donned in red suits with crisp white collars have been making chocolaty messes on kitchen counters and dangling dangerously from Christmas tree branches — all while unsuspecting children are sleeping.
“Families and children look to us to be the voice of the North Pole,” Christa Pitts, founder and co-CEO of the Lumistella Co., maker of The Elf on the Shelf, told FOX Business.
“They write us, they call us, they send us letters, they contact us through social media — any way they feel that they can have that one-on-one connection with the North Pole,” Pitts said.
More than 25.5 million The Elf on the Shelf scout elves have been causing mischief and magic in homes across the country and the world.
And the tradition grew in 2023 with a new character, Noorah the Arctic Fox, and a new TV series, “The Elf on the Shelf: Sweets Showdown,” currently airing on Food Network.
Since 2005, the global sensation with elf prints in 24 countries has grown out of one family tradition that started in Atlanta.
