The Elf on the Shelf® is a Scout Elf sent from the North Pole to help Santa Claus know who is naughty and who is nice. When a family adopt an elf and register it online, the magic begins – they even receive a personalized adoption certificate and letter from Santa. Every day in the lead up to Christmas, the elf mysteriously moves location in the house and there’s plenty of fun to be had in searching for it. Over the past 16 years, elves have been found in the most unlikely of places, with photos shared widely on social media! The Elf on the Shelf® has a strong online presence, with content growing continually in 2020 and 2021.