Celebrating 20 Years of The Elf on the Shelf® & Holiday Magic with Chanda A. Bell and Christa Pitts

The Elf on the Shelf® Turns 20: A Global Holiday Phenomenon

For two decades, The Elf on the Shelf® has been a cherished holiday tradition, bringing magic and joy to millions of families worldwide. This year marks a milestone—the 20th anniversary of the beloved Scout Elf, and the celebration is bigger than ever. At the heart of this phenomenon are Chanda A. Bell and Christa Pitts, twin sisters, co-CEOs, and founders of The Lumistella Company, the creative force behind the internationally acclaimed Santaverse™.

The Visionaries Behind the Magic

Chanda and Christa have transformed a simple family tradition into a global storytelling universe. Their leadership has earned them accolades such as Ernst & Young Entrepreneurs Of The Year 2023 Regional Winner, and their brand now spans 29 countries across six continents. From bestselling books and animated specials to immersive experiences and merchandise, their work continues to redefine modern holiday celebrations.

What’s New for the 20th Anniversary?

The Lumistella Company is pulling out all the stops for this milestone year. Here’s what fans can look forward to:

The Rise of Nicholas the Noble
Written by 12x bestselling author Chanda A. Bell, this middle-grade novel unveils Santa’s untold origin story—a tale of bravery, community, and faith that will captivate readers of all ages.

Razzle the Celebration Snowman
A brand-new friend joins the Santaverse™, encouraging families to celebrate special moments year-round.

The Elf on the Shelf®: Christmas Heroes Video Game
The first-ever video game inspired by the Scout Elf, offering an interactive holiday adventure for fans.

Limited-Edition 20th Anniversary Box Set
A collector’s dream featuring exclusive designs and festive extras.

Frost Pips™ Elf Babies & Elf Kits
Adorable additions to the Elf family, perfect for creating magical memories.

The Santaverse™: Expanding the Holiday Universe

Beyond the Elf, the Santaverse™ is an immersive, story-driven world filled with enchanting characters, places, and experiences. It’s a year-round celebration of imagination, designed to spark joy and inspire families everywhere.

Why This Matters

The Elf on the Shelf® isn’t just a product—it’s a cultural movement. For 20 years, it has helped families create lasting traditions, blending storytelling with interactive fun. As Chanda and Christa continue to innovate, the magic of Christmas feels more alive than ever.

Learn More & Join the Celebration

Visit:

lumistella.com

elfontheshelf.com

santaverse.com

All facts from this article were gathered by Studio 512 employees. This article was converted into this format with assistance from artificial intelligence. It has been edited and approved by Studio 512 staff.