Elf on the Shelf CEO on the Brand’s Unlikely but Enduring Success
Retail TouchPoints
DECEMBER 14, 2023
Flash-forward 18 years and the original book has become the fourth -bestselling children’s book of the last 25 years, while the brand has expanded with new characters and lore, a plethora of multi-media content and — the ultimate sign of holiday success — a float in the Macy’s Thanksgiving Day parade. And sure enough, they did.
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