2009 Overview

With a national audience now engaged with Santa’s beloved Scout Elves, CCA and B began to focus on meeting the demand for more products. In 2009 the company introduced a darker-skinned boy Scout Elf, Plushee Pals®—huggable Scout Elf toys—and the first piece of Claus Couture Collection® clothing. Even with the new products introduced under The Elf on the Shelf® brand, the traditional box set continued to soar in popularity. By the end of 2009, The Elf on the Shelf® was in 8,000 stores in the United States, and Canada and had sold nearly 1 million copies. The Elf on the Shelf: A Christmas Tradition also debuted on the USA Today Best-Selling Books list for the fiRst time, peaking at number 12. A larger office building on Chastain Road in Kennesaw, Georgia, was built to help house the quickly expanding operation. As the company grew, accolades came pouring in, including a Stevie Award acknowledging elfontheshelf.com for Best Web Animation and recognition from the Cobb County Chamber of Commerce, which named the company a Top 25 Small Business.