2010 Overview

The Elf on the Shelf®: A Christmas Tradition continued to soar off of store shelves, and by year’s end, more than 10,000 rooftops carried the brand. The book continued to climb United States best-seller lists, including those of the Wall Street Journal, Publishers Weekly, and USA Today, where it peaked at number three. CCA and B continued to receive recognition, too, and landed a coveted spot on Inc. magazine’s list of the country’s fastest growing private companies—a distinction it also garnered for the next two years. In turn, Christa, Carol and Chanda were recognized as Georgia Small Business Persons of the Year by the U.S. Small Business Administration, granting them the opportunity to attend an awards ceremony in Washington, D.C., hosted by the State Department, the president and the Small Business Administration. To facilitate additional expansion, a building and acreage were purchased in Marietta, Georgia, that provided a better warehouse and more office space. Product expansion continued, too, and the company debuted A Light in the Night, a book that tackles children’s fear of the dark. CCA and B reached another exciting milestone when it inked its first licensing deal to offer ornaments and other holiday décor. Behind the scenes, Carol, Christa and Chanda began work on the brand’s next great adventure, an animated special called An Elf’s Story. Once again, the trio self-funded this endeavor to see their dream come true. Using their own proceeds, they founded Big Canoe Entertainment along with four other partners. The three went to work assisting with the story’s script, composing songs and serving as executive producers.