Elf on the Shelf CEO on the Brand’s Unlikely but Enduring Success
Retail TouchPoints
DECEMBER 14, 2023
I would say it was probably 2007 when [the brand] started getting a little more notoriety. When social media came onto the scene, it became apparent that kids and their families were looking to us for these answers. And sure enough, they did. What does my Elf eat? Does it have pets? What are the pet’s names?
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