Newsroom Archive

Co-founder and co-CEO Chanda Bell shares a look back on the success of her family’s brand… More

The Elf on the Shelf has quickly became one of the most popular toys associated with Christmas…. More

The creators of the beloved holiday tradition, The Elf on the Shelf, talk about the origin of the story and the latest developments in their business…. More

Age is an advantage for these 50 women who influence how we sing, eat, dress and experience culture…. More

The founder of ‘Elf on the Shelf’, Christa Pitts, chats with the show to discuss the beloved Christmas tradition…. More

‘Elf on the Shelf,’ brainchild of Marietta family, celebrates 20 years…. More

“I have to say I’m so excited about this one! It’s become an annual tradition now to talk about it and celebrate it because Christmas is definitely in the air.”… More

Those Netflix specials aren’t made with (just) Christmas magic…. More

The Elf on the Shelf, the magical holiday tradition that helps children connect with Santa before Christmas, is celebrating its 20th anniversary. NBC’s Joe Fryer sits down with twin sisters Chanda B… More

In 2005, Chanda A. Bell teamed up with her mother, Carol Aebersold, and sister, Christa Pitts, to publish their book ‘The Elf on the Shelf’…. More

The Elf on the Shelf co-founder Chanda Bell and Christa Pitts join Fox & Friends to discuss how their brand went from family tradition to global sensation…. More

For as long as twin sisters and creators of popular children’s book “The Elf on the Shelf” Christa Pitts and Chanda A. Bell can remember, Santa’s little helper, an elf, has bee… More

Chanda Bell and Christa Pitts awarded the 2025 Inc. Female Founders 500 Award for introducing an expanded storytelling universe to accompany The Elf on the Shelf® and launching new products that repe… More

With only a week left until Christmas, we called in our tiny friends from the North Pole to visit Vogue headquarters at One World Trade Center for some holiday help. The only requirement was that they… More

The Lumistella Company, the company behind The Elf on the Shelf® Santaverse™, the official source for the stories of the enchanted world of Santa Claus, is thrilled to share that The Elf on the She… More

The Lumistella Company, the creative force behind the internationally acclaimed Santaverse™ and The Elf on the Shelf®, kept the holiday spirit alive this summer through a series of strategic partne… More

The Lumistella Company, home to the world’s most beloved Christmas brands, will showcase its new Santaverse—the enchanted world of Santa Claus—at this year’s Licensing Expo (May 21st—23rd… More

Founder and Chief Creative Chanda A. Bell of The Lumistella Company (home to The Elf on the Shelf) shares her four keys for turning initial characters into cultural icons…. More

The Elf on the Shelf may be ubiquitous around the Christmas season, but it was not an easy path getting there. The Elf on the Shelf is a doll based on a book. It “watches” kids for good behavior… More

A look at the numbers behind the iconic brand…. More

Santa’s sneaky elves donned in red suits with crisp white collars have been making chocolaty messes on kitchen counters and dangling dangerously from Christmas tree branches — all while unsuspec… More

Love them or hate them—the elves’ empire is growing. In less than two decades, the Elf on the Shelf book and kit has become as ubiquitous as—dare we say it? OK, we’ll say it—Santa Claus. T… More

When your whole business is the holidays, you need to get creative the other nine months of the year…. More

The Elf on the Shelf is a popular tradition created by Carol Aebersold, Chanda Bell and Christa Pitts of The Lumistella Company in 2005 after the launch of “The Elf on the Shelf: A Christmas … More