Celebrating 20 years of "The Elf on the Shelf"

Key Concepts

• Elf on the Shelf: A Christmas tradition involving a scout elf doll and accompanying storybook.
• Self-Publishing: The act of publishing a book independently, without a traditional publisher.
• Holiday Tradition: A practice or event regularly repeated during the holiday season.
• Market Data: Statistics related to sales and distribution of the Elf on the Shelf.

The 20th Anniversary of Elf on the Shelf

This segment details the 20th anniversary of the “Elf on the Shelf,” a popular Christmas tradition. The first book and accompanying elf doll were published in 2005. Since its inception, over 30 million elves have been sold across 29 countries, according to data from the US Chamber of Commerce. This demonstrates significant commercial success and widespread adoption of the tradition.

Atlanta as the Origin Point

CBS News national correspondent Dave Malkoff reported live from Atlanta, Georgia, the city where the Elf on the Shelf originated. The tradition began as a “quirky family tradition” practiced for years by Chandra Bell and her sister Christa Pittz, both residents of the Atlanta area. They decided to compile their tradition into a book, but faced initial rejection from traditional publishers.

Overcoming Publishing Obstacles: Self-Publication

Publishers initially refused to publish the book, citing a dislike for rhyming books and the perceived “nonsense” of the concept. Undeterred, Bell and Pittz chose to self-publish the book 20 years ago. This decision proved successful, leading to the widespread popularity the Elf on the Shelf enjoys today. This highlights the viability of self-publishing as a route to market, even when facing industry skepticism.

Current Cultural Impact & Events

The Elf on the Shelf’s current cultural impact was illustrated by several examples. The brand now has a presence in major events like the Macy’s Thanksgiving Day parade. Ariana Grande was noted as having portrayed an Elf on the Shelf during a Saturday Night Live appearance. Malkoff also reported packed stores in Atlanta, suggesting continued strong consumer demand during the holiday season, potentially including holiday proposals.

On-Location Reporting & Environmental Context

Malkoff’s report included a live shot from an outdoor ice skating rink in Atlanta. Despite the temperature feeling like 76° Fahrenheit, the rink maintained actual ice through the use of an “industrial chiller” working to keep the ice frozen. This detail provided a contrasting element to the report, highlighting the effort required to create a winter atmosphere in a warmer climate. He noted the rink had approximately 2 inches of ice.

Future Coverage

Viewers were informed that a more detailed report on the Elf on the Shelf anniversary would be featured on the CBS Evening News that evening, anchored by Major Garrett.