The beloved holiday character “Elf on the Shelf” is celebrating its 20th anniversary, marking two decades since the children’s book and its accompanying elf first appeared in homes and launched a tradition that has grown into a global phenomenon.
The concept, created by twin sisters Christa Pitts and Chanda A. Bell and inspired by their family’s own 1970s holiday routines, began as a simple household ritual. Their grandmother used a small elf as a reminder that Santa was watching, and the tradition carried through to their mother, Carol Aebersold, who brought the pixie-like figure—later named Fisbee—into their own childhood celebrations. Each night, the elf was said to fly to the North Pole and return to a new spot by morning, creating a daily moment of anticipation.
That experience prompted Bell and Aebersold to write a story capturing the elf’s magic for a new generation. After facing numerous rejections from publishers, they self-published The Elf on the Shelf: A Christmas Tradition in 2005. Sales began locally, but momentum built quickly after a celebrity was photographed with the book and a feature on national television introduced the story to a wider audience.
The book’s success led to the creation of Scout Elves—10-inch-tall figures that visit homes before Christmas, observe children’s behavior, and return to Santa each night. Families embraced the idea, and the tradition expanded as parents brought creativity to their elf’s nightly adventures. Over time, children also grew curious about the elves’ world beyond the home, inspiring a wide range of new characters and stories tied to life at the North Pole.
To mark the 20th anniversary, the brand is offering commemorative collectibles, limited-edition merchandise, and collaborations with major retailers. A Swarovski-studded elf, new props and games, and a series of tie-ins celebrate how the once-simple concept has evolved. The company has also released its first chapter book exploring Santa’s backstory and introduced an animated preschool series, Scout Elf Squad, which debuts just as elves begin their yearly journeys. A new music album, The Elves Went Over the Mountain, adds to the milestone celebration.
Source: USA Today