Elf on the Shelf started as a children’s picture book, now it’s a toy-based Christmas tradition
with boy and girl elf scout dolls that are available in different skin tones, a line of pet dolls, a doll clothing line and a job-based line of Elf Mates. The brand has even added a "birthday tradition" that includes birthday countdowns and chair decorations.
NEW YORK, NY - NOVEMBER 28: A Elf on the Shelf balloon seen at the 93rd Annual Macy's Thanksgiving Day Parade on November 28, 2019 in New York City. While the company has not publicized annual sale numbers in recent years, the brand is certainly a force to be reckoned with its ever-growing Pitts told FOX Business that The Elf on the Shelf brand has partnered with Kellogg’s, McDonald’s, Great American Cookies, Tanger Outlets and more in order to "bring Santa’s North Pole to life throughout the season."
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