When it comes to Christmas traditions, no image is more iconic than elves in solid red suits with white collars. You know the ones – Santa's official Scout Elves!

The Elf on the Shelf brand from The Lumistella Company is a playful tradition that is now tightly interconnected with Christmas for families around the globe, the brand name itself stirring anticipation of making the merriest moments together while experiencing the enchantment of childhood delight.

In fact, some families plan all year long for their beloved Scout Elf to return from the North Pole during the holiday season. As the story goes, each night The Elf on the Shelf Scout Elves fly to the North Pole, sharing their families’ merry activities with Santa, then the next morning they choose new landing spots in their homes, making for an amusing daily game of hide-and-seek. This is a remarkable concept—a fresh, child-centered tradition that has earned its place among an array of time-honored customs. It’s a festive way to create a season full of surprises and shared Christmas cheer, too. Since its inception in 2005, the tradition has expanded to include not only the original Scout Elves, but also an ever-growing collection of year-round North Pole pals and accessories.

On Creating a Tradition

Co-founder and co-CEO of The Lumistella Company and co-author of bestselling The Elf on the Shelf: A Christmas Tradition, Chanda A. Bell explains the company’s origin. “Our mother, Carol Aebersold, had a Christmas elf in her home as a child. When it came time for her to start her own family, the tradition followed.”

Bell, her sister, and their brother remember racing each other out of bed to be the first to find the elf, Fisbee, each morning.

“We talked to the elf and told him what we wanted for Christmas. We loved our special friend from Santa Claus,” adds Bell’s twin sister, co-founder, and co-CEO, Christa Pitts.

Evolving Into a Multimillion-dollar Global IP Powerhouse

 “When we grew up, my sister was the first to have children of her own and she wanted to start our elf tradition with her son. There was nothing out there like our precious Fisbee. So, inspired by our own family’s Christmas experiences, The Lumistella Company began with our desire to share our holiday tradition with the world. In 2004, my mom, Carol, and my twin sister, Chanda, wrote a book about our elf. I drew up a business plan, and in 2005 our family’s simple tradition took flight as The Elf on the Shelf: A Christmas Tradition,”says Pitts.

Stories and ideas evolve over time, of course. As the popularity of the brand took off and exponentially grew, the company responded by introducing new consumer products, digital apps, animated specials, a gaming presence, live entertainment, immersive experiences and more while increasing its licensing division. Scout Elf fans were enchanted with a growing selection of elf props and clothing, as well as new characters including the Elf Pets, a special group of Santa’s North Pole helpers—huggable, playable year-round companions whose special duties at Christmastime engage children in creating Christmas joy.

The story-driven company, whose characters illuminate the many magical aspects of Santa’s universe, was welcomed into new markets worldwide, where to date they are available in 23 countries with products in six languages. Alongside this global expansion, their enthusiastic fans took to social media, forming a robust and swiftly increasing community that shares joyful moments including their own Scout Elves and Elf Pets in an exchange of ideas year-round.

Through the years, of course, others have tried to co-opt the concept. “We’ve watched the idea of an elf be appropriated by larger companies,” says Bell, “but we are the original Scout Elf. Only one Scout Elf comes from the heart of a family’s tradition, and we hope people will feel the love and authenticity of our brands.” The original, Santa-approved Scout Elf comes with an artfully illustrated storybook, an official adoption certificate, and a beautiful keepsake box.

What’s Next in Santa’s Universe

“Our brands are all about connection to one another, the ideals of goodwill and good cheer, and the characters that exemplify these traits,” says Pitts. “While we create enduring traditions, our brands will continue incorporating of-the-moment trends that extend and elevate connections with our characters.”

As The Lumistella Company continues to build out their brands, adding new elements of surprise, new adventures, and new characters that immerse children and adults into the magical, mystical world of the North Pole, they stay true to their purpose to create joyful family moments, providing opportunities for families to make lasting memories and cherished traditions together, especially at Christmastime.

To date, over 25.5 million Scout Elves, Elf Pets and Elf Mates have been adopted globally. Surely Fisbee could have never imagined he would inspire a worldwide pop culture phenomenon that would change the way people around the world celebrate Christmas.

Santa knew, though. He always knows, for goodness’ sake!