Our Story

Our company started with no more than a hunch. A hunch that our personal family tradition of having a small pixie elf visit at Christmastime could become a compelling story, and a hunch that other families would embrace our beloved tradition as much as we had. We had no way of knowing we would end up changing the face of the Christmas season forever.

It was in 2004 I made the suggestion to my mother, Carol Aebersold, that we should write down the story of our family’s tradition. We began writing over weekends, during long nights and whenever we had a moment to spare. Upon its completion, our book was turned down by every major—and minor—publisher we spoke to. Therefore, without any business or manufacturing experience to rely on and not a single extra penny in the bank, it would be up to sheer determination and a lot of faith to launch what would become a national best-seller.

We managed to self-publish The Elf on the Shelf®: A Christmas Tradition in early 2005 by maxing out credit cards, selling a house and emptying out a retirement account. Ten years later, we are fortunate to be able to say our book has continually graced the top of the best-sellers’ lists, and our publishing company has expanded to include a line of popular family-friendly books, traditions, toys and activities.  READ MORE

—Chanda Bell,

co-author of The Elf on the Shelf®: A Christmas Tradition, and co-founder of CCA and B, LLC.