Many Christmases ago, my crafty mother embarked on a quest to harness my identical twin sister Christa Pitts and my festive enthusiasm during the holiday. She introduced the idea of what would become The Elf on The Shelf brand to our family.
Decades later, with grandchildren on the scene and a belief that all families need the magic of our cherished childhood tradition…. a company was born.
With little in our pocket, much support from our friends and family, we risked it all. I took on massive amounts of credit card debt, our mother cashed in her 401(k) and Christa sold her home all while quitting her career as an award-winning QVC program host.
Many long days. Thousands of sketches. Hundreds of calls. Money lost. Money earned. Many “nos,” a few “yeses.” We got our first break - the paparazzi went wild - Jennifer Garner was seen carrying The Elf on the Shelf book. A huge win!
After years of elbow grease and support from our brilliant team, The Elf on the Shelf brand wins a fanbase of families worldwide. From Elf Pets®, a Macy’s Thanksgiving Day Parade® and hitting the USA Today, Publisher Weekly and The Wall Street Journal bestseller lists 12 years in a row (and counting!), The Elf on the Shelf brand character becomes recognized as a Top 5 holiday character next to Rudolph and Santa Claus*.
*Source: Independent study commissioned by CCA and B, LLC aba The Lumistella Company and conducted by Beano Brain. Nov 2022 – Feb 2023. US based. Demographic: Women 25-49 with Kids 3-9.
Celebrations are in order & we are thrilled! The Elf on the Shelf: A Christmas Tradition becomes the 4th bestselling children’s book of the last 25 years (even surpassing Dr. Seuss!)*. A Christmas universe is brought to life through multiple animated specials streaming on Netflix, a traveling holiday musical, and a Food Network holiday baking show. From The Kardashians to The Today Show and partnerships with Kellogg’s and Macy’s, more than 28 million The Elf on the Shelf® Scout Elf® dolls, Elf Pets® and Elf Mates® are sold.
*Source: “Here are the top 10 children’s books.” USA TODAY, March 1, 2019.
As sisters and co-CEOs, we are forever on a mission to ensure joy. We spread our magic of family values and entrepreneurship through stages, podcasts, and schools. Together, we contribute as board members and donors, supporting families in need while mentoring female-founded startups.