This Christmas, families around the globe will be welcoming a new tradition in to their homes with the help of a magical scout elf. The Elf on the Shelf: A Christmas Tradition is an enchanting children’s storybook about special scout elves sent from the North Pole to help Santa manage his nice list.  Each illustrated book comes as part of a box set that also includes one of Santa’s scout elves.

In the run up to the festive season, families can adopt a scout elf from adoption centres across the UK; once home and named the scout elf receives its Christmas magic, meaning he or she can fly to the North Pole each night to report back to Santa Claus on all of the day’s activities and what’s been seen!


Each morning, Santa’s elf will return to the family home; landing in a different place – maybe in the kitchen next to a freshly baked batch of pancakes, being adventurous on the stairs or simply sitting on a shelf. A fun tradition for all the family to be part of, children love to wake up and look for their scout elf each morning.

The Elf on the Shelf: A Christmas Tradition has captured the hearts of children everywhere, with millions of scout elves adopted. Every child, who has adopted one of Santa’s elves, knows the importance of Christmas magic and the two simple rules that come with having a scout elf. First, a scout elf cannot be touched; Christmas magic is very fragile and if an elf is touched it may lose its magic and be unable to fly back to the North Pole. Second, a scout elf cannot speak or move while anyone in the house is awake. A scout elf’s job is to watch and listen.

The elves join their families at the start of the Christmas festivities, creating memorable family moments, up until Christmas Eve when they return to the North Pole with Santa – until next year!


The Elf on the Shelf: A Christmas Tradition is available at all good Adoption Centres, across the UK (£29.95 RRP). Find your nearest Adoption Centre here. Families can also download The Elf on the Shelf® apps, for free, from iTunes, for games and elf tricks and tips. There will also be some exciting new launches from The Elf on the Shelf® this Christmas!

For more information or to shop at Santa’s Store please visit Elf on the Shelf.



About The Elf on the Shelf: A Christmas Tradition

This magical tale was written by mother and daughter Carol Aebersold and Chanda Bell, and is based on their own family’s Christmas tradition. Carol, Chanda and her twin sister Christa Pitts self-published the book and founded their own company, Creatively Classic Activities and Books (CCA and B, LLC).

The Elf on the Shelf: A Christmas Tradition launched in early 2005. Eleven years on, the book is read by millions of families and continues to top multiple bestseller lists.

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