The Elf on The Shelf has grown to become massively popular worldwide, with many families incorporating the story and the elf figure into their yearly traditions. But since the introduction of the toy, some have questioned whether or not it might be a disturbing surveillance apparatus that helps to condition children today into feeling like it is normal for their every action to be monitored, with someone reporting back to a central figure ("santa") about any wrongdoing.
Dr. L Pinto has been one of the more vocal academics on the topic and has previously insisted that while the toy and game might not entirely influence a child's views absolutely, on the world around them, there is concern as far as the toy normalizing a certain level of surveillance. It might contribute to normalizing an invasion of privacy, but many see it as something much more innocent and fun for the holidays that brings everyone together to take part in.
It has prompted some families to get elaborate with their pranks involving the elf, and some have been taking the game seriously enough to contact authorities over it.
While some might allegedly see it as a sinister toy that helps encourage the dissolution of privacy and foster acceptance for a world of 24/7 surveillance, others say it has helped to improve their children's behavior.
Experts say that an elf shouldn't be relied upon however, to encourage good behavior in children.
Already, Elf on the Shelf has sold more than 10 million copies today and has already seen annual sales of $10 million+.
More than 10k stores today are carrying the product and you can find it widely available online as well. That's a hefty climb from the initial launch back in 2005.
On average, they've seen 149% sales growth year-over-year, and an Elf on the Shelf float has even been included in the Macy's Thanksgiving Day parade. It might have seen its fair share of criticism from both parents and academics, but that hasn't seemed to dampen its commercial success.
Despite the various critics that have voiced concern for the creepy nature of the toy, it's continued to grow in popularity and be further embraced by many. What was originally a book that was eventually sold to millions has now grown into much more.
