With the holiday season approaching, The Elf on the Shelf
will be everywhere but did you know it began as a family tradition in 1974? Discover how one elf sparked a global holiday phenomenon.
- A Family Tradition Turned Global
Phenomenon: The Lumistella Company’s story began in 1974 when an elf named Fisbee started visiting Carol Aebersold’s home in Georgia, delighting her children (Chanda, Christa, and
Brandon) and reporting back to Santa each night. Decades later, in 2004, Carol and her daughter Chanda transformed that cherished family tradition into The Elf on the Shelf: A Christmas
Tradition, sparking a beloved holiday phenomenon. Founded by a mother and her twin daughters, The Lumistella Company remains a true family affair—100% family owned and operated—and
has grown into a global brand with more than 31 million Scout Elves, Elf Pets, and Elf Mates sold worldwide.
- Celebrity Spark: The first celebrity spotted with The Elf on
the Shelf was Jennifer Garner, photographed in 2007 carrying the box set. Since then, countless celebrities have shared their own elf traditions and stories each holiday season.
- Santa’s Southern Headquarters: Based in Atlanta, Georgia, The Lumistella Company is proudly known as the “Southern branch of the North Pole.” The company
receives letters from children all around the world and lovingly archives them at its headquarters.
- Christmas All Year Long: While Christmas is the company’s biggest
celebration, its 100+ employees stay busy year-round bringing Santa’s friends and stories to life. The team includes full-time visual artists, writers, composers, and toy designers—and
even houses a state-of-the-art animation studio onsite.
- From Storybook to Global Stage: What began as one singular product (a book and Scout Elf boxset) has
grown into a global brand reaching 29 countries and 6 continents. Over time, The Lumistella Company has expanded that original story into a rich storytelling universe, The Elf on the Shelf Santaverse,
filled with beloved characters, heartfelt tales, and timeless traditions. Today, the brand includes licensed consumer products with over 100 licensees, 4 animated specials on Netflix, and an all-new
preschool show, Scout Elf Squad, launching November 24 exclusively on YouTube. Through storytelling, innovation, and heart, The Lumistella Company continues to share the magic of
Santa’s North Pole, proving that the Christmas spirit truly knows no bounds.
If you’re interested in submitting content for future editions, please reach out to our
Managing Editor, Barbie Romero at Barbie@MediaPost.com.
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