4 Things Elf on the Shelf Skeptics Need to Consider ASAP

Some parents put this aside as an unnecessary thing to do during a busy holiday season, but they underestimate the magic it can bring to children unless they really take a step back for a minute. "There is no idea to explain it unless you've lived it, but I think it's why we have so many people who are protective and outspoken about our brand. Once you have lived it and you see the look on these faces, you experience the joy of Christmas for 30 days through their eyes because the elf is there," Chanda said. "It changes the whole perception of it being creepy or any number of things people might say because it's living it and understanding the joy and magic."