2007 Overview

Parents’ strong identification with The Elf on the Shelf® tradition fueled the quick takeoff of the brand, and The Elf on the Shelf®: A Christmas Activity Book was introduced. However, in late 2007, it was a picture snapped of Jennifer Garner carrying The Elf on the Shelf®: A Christmas Tradition that set off a wave of popularity previously unseen. As Carol, Chanda and Christa continued to attend gift shows and conduct book signings in local adoption centers, their efforts were amplified by Garner’s chance run-in with the paparazzi, and in late December, unbeknownst to the trio, The Today Show ran a segment on The Elf on the Shelf®, changing the brand’s trajectory forever.