<P> The Elf on the Shelf was written in 2004 by Carol Aebersold and daughter Chanda Bell over a cup of tea . Bell suggested they write a book about an old tradition of an elf sent from Santa who came to watch over them at Christmas time . Aebersold's other daughter, Christa Pitts, was recruited by the family to share her expertise in sales and marketing . Together, the trio devoted the next three years promoting their self - published book and attending book signings and trade shows . </P> <P> The Elf on the Shelf won the Best Toy Award by Learning Express, won Book of the Year Award from Creative Child Awards and National Best Books Award sponsored by USA Book News in 2008 . In 2012, The Elf on the Shelf made its first appearance in the Macy's Thanksgiving Day Parade alongside fellow parade newcomers Hello Kitty and Papa Smurf . In 2013, The Elf on the Shelf hit the #1 spot on the USA Today Bestsellers List . </P> <P> On 26 November 2011, the book aired on CBS as a 30 - minute animated TV show, An Elf's Story: The Elf on the Shelf, directed by Chad Eikhoff . The Washington Post criticized the quality of the animation and dismissed it as "just a half - hour advertisement for a book and a toy", which it felt would not join "the canon of prime - time animated Christmas specials that actually move the spirit". Common Sense Media disagreed, calling the special "a great addition to families' holiday TV traditions"; however, they also warn parents about the consumer - driven nature of the story, and make note of its lack of educational value . </P> <P> In October 2013, The Elf on the Shelf: A Birthday Tradition was released . Written and illustrated by the same team that created the first book, it offers instructions for inviting a scout elf to visit for a child's birthday party and describes how the elf decorates a chair for the child . In April 2014, two supplemental birthday products were released: The Elf on the Shelf Birthday Countdown Game and The Elf on the Shelf Birthday Chair Decoration Kit . </P>

When do elves on a shelf come back