The “Elf on the Shelf” Co-Founder on Why Parents Have Grown to Love This Christmas Tradition

“We’re Momming Today” with Christa Pitts, co-creator of The Elf on the Shelf, along with her twin sister and mother. The trio launched The Elf on the Shelf book and brand 16 years ago and has now branched into food, theater and television. They did it with their own money and talent, after being turned down by every single publisher. Their inspirational story… Plus new ways to find magic in the Season.