Elf on the Shelf was invented by Carol Aebersold and her daughter Chanda Bell, with marketing and business support from Christa Pitts, the second daughter, in 2005. The three women created the concept based on a family tradition and launched it with the children's book "The Elf on the Shelf: A Christmas Tradition," which they self-published and then expanded into a widely recognized Christmas phenomenon.
The Inventors
- Carol Aebersold is credited for originating the tradition from her own childhood and writing the book with her daughter.
- Chanda Bell co-authored the book and played a key role in developing the product and business.
- Christa Pitts joined the team to manage sales, marketing, and help expand the brand into a multimillion-dollar enterprise.
Origin and Launch
- The idea came from Carol Aebersold's own family tradition of a Christmas elf named Fisbee who would "report to Santa".
- In 2005, the trio self-published the original book and launched the company, Creatively Classic Activities and Books (now Lumistella Company), which grew rapidly as the tradition gained popularity.
Impact
- The Elf on the Shelf has become part of North American Christmas festivities, expanded into merchandise, animated specials, and international markets.
- The brand is recognized for reinventing and commercializing a new holiday tradition based on a simple family story.