From Family Tradition to Global Self-Published Sensation: The 20-Year Journey of The Elf on the Shelf

Twenty years ago, my mother, sister, and I launched a simple idea, rejected by the traditional publishing industry, that ultimately became a worldwide phenomenon and redefined holiday traditions. The Elf on the Shelf^® is now an integral part of Christmas celebrations across the globe, enchanting children and adults alike. But like all the best stories, this one began with humble beginnings, leaps of faith, and challenges that tested our resolve. My journey led to opportunities beyond my imagination—running a company, writing numerous books, working alongside my family, and spreading joy. The kind of joy that radiates when people eagerly share their own elf stories with me, as if we are old friends.

(It All Begins With a Character: From Idea to Icon.)

The Elf on the Shelf started as something deeply personal—a cherished tradition from my childhood. My mom introduced my twin sister, brother, and me to a little elf who kept an eye on us during the day and reported back to Santa at night. From the moment I met him, I was hooked. He wasn’t just a doll; he was my very own magical friend from Santa, playing hide-and-seek with me every morning. It didn’t just spark my imagination—it enchanted me.

As an adult, I became a middle school teacher, but when I had children of my own, I wanted to share that same magic with them. My mom and I envisioned a story based on my childhood elf experience, believing it could bring joy to families everywhere. Guided by faith and determination, we embarked on the path to creating a beloved holiday tradition.

With no experience in publishing and limited resources, self-publishing was both daunting and exhilarating. We poured our hearts into crafting a product that combined a captivating story with an enchanting elf figure, all packaged in a charming box set. Despite obstacles, our belief in the story’s magic propelled us forward. We faced countless rejections—even being told our idea was "destined for the damaged goods bin." Financial uncertainty loomed, but we pressed on.

We introduced our idea to family and friends, selling our first 500 sets. The remaining 4,500 felt like an insurmountable challenge, but with sheer determination and mounting debt as motivation, we sold them all within a year. School parking lots and small local markets became our storefronts. My sister, mom, and I worked for free for three years, reinvesting everything into the business, selling one small box set at a time. Eventually, we broke into the book trade—despite lacking a traditional distributor—a feat unto itself.

In the early 2000s, social media emerged as a powerful tool for connection and sharing. Families began posting photos and stories of their elves’ adventures, creating a ripple effect that spread the tradition far beyond our expectations. What started as a grassroots movement blossomed into a global phenomenon, with millions of households embracing the magic of The Elf on the Shelf. Families personalized their elves’ stories, fostering a sense of community and shared joy during the holiday season.

As the tradition grew, we faced the challenge of meeting demand while staying true to our vision—an elf on every shelf. Some early product expansions, such as A Light in the Night and The Elf on the Shelf: A Birthday Tradition, had lukewarm responses, teaching us the importance of aligning new offerings with the core magic families cherished. However, the introduction of elf clothing and Elf Pets: A Reindeer Tradition resonated deeply, reinforcing the value of listening to our audience and evolving thoughtfully.

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Today, The Lumistella Company (the company I founded with my mom and sister) has sold more than 25 million copies of The Elf on the Shelf: A Christmas Tradition across 26 countries, with plans to expand into eight more as we celebrate our 20th anniversary in 2025. What began as a small tradition rooted in my family’s experience has now found homes across the world, adapting to different cultural celebrations and traditions. This global embrace is a testament to the universal power of storytelling.

At its core, The Elf on the Shelf is more than just a product—it’s a storytelling experience. Families don’t just own an elf; they create their own holiday magic. Our narrative of a Scout Elf visiting homes to observe and report to Santa captivated children worldwide. This approach has been the cornerstone of our brand’s success, allowing us to expand into various mediums, including animated specials, interactive apps, and, most excitingly, an upcoming novel that delves into the origins of Santa Claus.

This September, we introduce The Elf on the Shelf Santaverse: The Rise of Nicholas the Noble. This novel serves as the lynchpin between the modern-day North Pole—what we call Santaverse™, including The Elf on the Shelf, Elf Pets^®, Elf Mates^®, and Noorah^®—and the full 2,000-year history of these characters. It anchors the elves in a definitive narrative, explaining Santa’s origins, how the elves met him, and how they became magical.

While Nicholas’s story takes place at the North Pole, the mythology doesn’t stop there. The hope is to continue introducing new characters and stories that further expand this enchanted world—answering questions about Santa, introducing his friends and foes, and chronicling his adventures over the centuries. By leaning into our intellectual property and growing the mythology, we will create a world where storytelling isn’t just seasonal but year-round.

Looking back on the past two decades, my greatest hope is that The Elf on the Shelf remains a symbol of joy and wonder at Christmastime. I want future generations to embrace these stories, create magical memories inspired by them, and pass down these legends—just as my mother did for me.

Beyond the tradition itself, though, I hope writers—who experience so much rejection, just as we did—see our journey as relatable and encouraging. My journey unfolded in incremental revelations, each step showing me what I was supposed to create next. Writers don’t need to see the entire finish line—sometimes, they just need to take the next step forward. Like the elf’s appearance at Christmastime, something special happens when we choose to BELIEVE!

Click here to learn more about Chanda A. Bell and The Lumistella Company.