The magical Elf on the Shelf watches over kids and lets them know Christmas is coming — which means parents make a mad dash each night to rearrange their special friend before dawn. Not an easy task!

Elf on the Shelf has become a popular holiday tradition over the past 19 years. Parents often go to great lengths to create elaborate and sometimes outrageous scenes, from elves getting into mischief ...

Elf on the Shelf’s products integrate creativity, storytelling, and festive entertainment to make Christmas extra magical.

Editor’s note: This story may contain spoilers for prying little eyes! The magical Elf on the Shelf watches over kids and lets them know Christmas is coming — which means parents make a mad dash each ...