Chanda Bell is the true visionary behind her family’s publishing company, having conceptualized, written and researched how to self-publish the company’s flagship title, The Elf on the Shelf®: A Christmas Tradition. At the company, Creatively Classic Activities and Books (CCA and B, LLC), Bell serves as co-CEO overseeing marketing, product development, design and digital departments. A former reading and English teacher, Bell is the company’s creative tour de force, credited with expanding the company’s line with new titles each year.
Bell is the co-author of The Elf on the Shelf®: A Christmas Tradition and is credited with expanding the company’s line with new titles each year. Her English expertise, knack for storytelling and tireless promotion helped turn the original The Elf on the Shelf® book into a household name that has garnered the praises of national media and sold more than 10 million copies, landing it atop the best-seller lists of USA Today, Publishers Weekly and the Wall Street Journal.
Bell is also the author of Elf Pets: A Reindeer Tradition, the company’s first brand extension, as well as the newest Elf Pets® addition, Elf Pets: A Saint Bernard Tradition.
As the head of the company’s product development team, Bell has encouraged the company to thrive outside of the literary arena with strategy and vision for new products. Today, The Elf on the Shelf® brand features a line of family-friendly toys, games, décor and gifts focused on creating family moments.
In 2011, Santa’s scout elves even made an appearance in animated form in the Christmas special An Elf’s Story™. Bell served as an executive producer and co-wrote on the project in conjunction with Big Canoe Entertainment—the production company she co-founded.
Bell is one of the U.S. Small Business Administration’s 2010 Georgia Small Business Persons of the Year, she has been named a finalist for the 2010 Ernst and Young Entrepreneur of the Year award and been named a Literary Artist by ArtWorks! Gwinnett, an organization that promotes the arts in Gwinnett County, GA. She is the recipient of the University of West Georgia’s Spotlight Award and Reinhardt University’s Young Alumnus of the Year award. In 2014, Bell was honored by the Marietta Daily Journal as one of the 2014 Cobb Citizens of the Year.
Under the guidance of Bell and her sister (co-CEO), Christa Pitts, CCA and B had repeatedly found its place on Inc. Magazine’s list of the country’s fastest growing private companies.
Bell is actively involved in her church and in her community to raise money for causes close to her heart: The Path Project, The Atlanta Union Mission and MUST Ministries. She resides in Georgia with her husband and two children.