![]() ![]() Parents with small children will no doubt already be familiar with the phenomenon that is Elf on the Shelf that began in 2005. According to a brand research study conducted by MMR in 2020, the beloved toy ranks third for children’s top five holiday traditions behind Advent calendars and leaving milk and cookies for Santa.Īnd, love it or hate it, with over 12 million families now in possession of an Elf set worldwide, it seems the tradition is here to stay.
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