Newsroom Archive
The Elf on the Shelf Celebrates 20 Years of Creating Holiday Magic
The Elf on the Shelf, the magi… More
The Elf on the Shelf Creator Says No One Would Publish Her Idea Based on ‘Simple’ Childhood Tradition
In 2005, Chanda A. Bell teamed… More
‘The Elf on the Shelf’ co-founders reveal how a family tradition became a global brand
The Elf on the Shelf co-founde… More
‘The Elf on the Shelf’ creators celebrate ‘an incredible milestone’ of 20 years
For as long as twin sisters an… More
2025 Inc. Female Founders 500 Award Winners
Chanda Bell and Christa Pitts … More
This Holiday Elf Gets a Fashion Makeover
With only a week left until Ch… More
Dominates Publisher’s Weekly Bestseller List
The Lumistella Company, the co… More
The Lumistella Company expands Santaverse
The Lumistella Company, the cr… More
Santaverse Expanded Ahead of Anniversary
The Lumistella Company, home t… More
It All Begins With a Character
Founder and Chief Creative Cha… More
How Founders Turned a Gimmick into an Empire
The Elf on the Shelf may be ub… More
By the Numbers: Elf on the Shelf (2023)
A look at the numbers behind t… More
‘The Elf on the Shelf’ brand’s magical story
Santa’s sneaky elves donned … More
How the Elf on the Shelf Took Over Christmas
Love them or hate them—the e… More
How Seasonal Businesses Can Stay Profitable
When your whole business is th… More
How Co-Founder Turns Tradition Into Success
The Elf on the Shelf is a pop… More
Launch of The Elf on the Shelf Book Series
The Lumistella Company partner… More
The Business of Believing
The Lumistella Company Brings … More
Redefining the McDonald’s Happy Meal
License Global tells the histo… More
Southeast Entrepreneurs of The Year
Ernst & Young named The L… More
By the Numbers: Elf on the Shelf (2022)
A look at the numbers behind t… More
We Aren’t Trying to Give You More Work
There are few things more pola… More
Starting The Elf on the Shelf
I started the Elf on the Shelf… More