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The Elf has received some criticism from cultural reviewers. The Atlantic columnist Kate Tuttle calls it "a marketing juggernaut dressed up as a tradition" whose purpose is "to spy on kids" and that one shouldn't "bully your child into thinking that good behavior equals gifts."[18] Washington Post reviewer Hank Stuever characterized the concept as "just another nannycam in a nanny state obsessed with penal codes".[3] Writing for Psychology Today, Dr. David Kyle Johnston calls it a "dangerous parental crutch", with much the same reasoning as what he terms the "Santa lie".[19] Professor Laura Pinto suggests that it conditions kids to accept the surveillance state and that it communicates to children that "it's okay for other people to spy on you, and you're not entitled to privacy."[20] She argues that "if you grow up thinking it's cool for the elves to watch me and report back to Santa, well, then it's cool for the NSA to watch me and report back to the government ... The rule of play is that kids get to interact with a doll or video game or what have you, but not so with the Elf on the Shelf: The rule is that you don't touch the elf. Think about the message that sends."[21][22]
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The Elf on the Shelf: A Christmas Tradition is a 2005 children's picture book, written by Carol Aebersold and her daughter Chanda Bell, and illustrated by Coë Steinwart. The book tells a Christmas-themed story, written in rhyme, that explains how Santa Claus knows who is naughty and nice. It describes elves visiting children from Thanksgiving to Christmas Eve, after which they return to the North Pole until the next holiday season. The Elf on the Shelf comes in a keepsake box that features a hardbound picture book and a small scout elf.
In 2005, Christa Pitts left her job as a QVC host to help her mother, Carol Aebersold, and twin sister, Chanda Bell, launch Elf on the Shelf. The Marietta, Georgia-based company makes books and toys based on the family's Christmas tradition, which includes a toy elf who monitors naughty and nice behavior for Santa. Their tradition is quickly spreading. Elf on the Shelf has annual sales of $10 million and earned a spot (No. 1,322) on the 2011 Inc. 5000.
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A big tipping point came during the 2007 holiday season, when actress Jennifer Garner was photographed carrying an Elf on the Shelf box. Then the Today show ran a segment on us. That helped open doors with retailers like Barnes & Noble. Our products are now in more than 10,000 stores. We also have an animated Christmas special this year on CBS.
Behind it all is Carol Aebersold and her twin daughters Chanda Bell and Christa Pitts, who kicked off the craze in 2005 when Carol and Chanda published a book called The Elf on a Shelf . Since then, their company, Creatively Classic Activities and Books, based in metro Atlanta, has expanded to a larger franchise.Dec 13, 2013