Parents with small children will no doubt be familiar with Elf on the Shelf. Like it or loathe it, the phenomenon has amassed a global following with more than 13 million families owning an elf set.

The Elf on the Shelf is a really cool way to add some extra magic to your holiday season. It's a game where a special elf comes to your house to keep an eye on things and report back to Santa Claus.

The Lumistella Co. is unveiling a special edition Elf on the Shelf for the icon's 20th anniversary. | Source: The Lumistella ...

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Can you touch your Elf on the Shelf? If your shelf has ever hosted an elf, your children likely already know the cardinal rule: No touching. But, accidents happen. In the event that a human hand ...

Hosting its celebration at The Lumistella Company’s booth at Javits Center, fans can see the flex-and-bend posable South Elf, ...

Under pressure e.l.f. Beauty (ELF) is hoping to align itself with the growing popularity of women’s soccer and the sport’s ambitions to help ...

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