An Elf-Made Success | How the Elf On The Shelf Found a Place at Christmas | 1
Dec 26, 2024
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Discover how a mother-daughter duo transformed a cherished family tradition into a bestselling children’s book. Explore their struggles with major publishers and their decision to self-publish, igniting a holiday phenomenon. Dive into the controversy over the Elf on the Shelf and its implications in today's world. Hear the inspiring story of their rise from grassroots to cultural icon, leading to an animated special. Additionally, learn about the creation of The Mensch on a Bench, a new holiday tradition inspired by their success.
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Quick takeaways
Shanda Bell and Carol Aebersold successfully transformed a family tradition into a self-published book, overcoming initial rejections from major publishers.
The success of The Elf on the Shelf led to significant brand expansion, evolving into a multi-million dollar franchise that reshaped Christmas traditions.
Deep dives
The Birth of an Idea
In the fall of 2004, Shanda Bell and her mother, Carol Ebersold, were inspired to create a children's book titled The Elf on the Shelf, based on a family tradition featuring a scout elf who watches over children during Christmas. This idea sparked when Shanda noticed her childhood elf, Fisbee, and believed that other families would enjoy adopting a similar tradition. They aimed to share their personal experiences in a story form, hoping to spread the elf phenomenon beyond their home. Despite their enthusiasm, the duo faced skepticism about the uniqueness of their concept, leading to a determination to make their book stand out.
Overcoming Rejection
After completing their manuscript, Shanda and Carol encountered numerous rejections from literary agents and publishers who deemed their story unmarketable. The agents felt the market was oversaturated with elf-themed content, prompting Shanda to push back against these critiques and explore alternative paths for their book. Unwilling to give up, they decided to self-publish their project, founding their own company, Creatively Classic Activities and Books. This marked a crucial turning point where they transitioned from relying on traditional gatekeepers to taking control of their own creative destiny.
Navigating Early Success
The holiday season of 2005 proved to be pivotal as they launched The Elf on the Shelf, initially selling directly to consumers through local events and markets. Their efforts paid off when they sold all 5,000 copies, leading to increased demand and interest from retail stores. Their innovative marketing strategy included engaging with customers face-to-face and leveraging Krista’s QVC experience, which facilitated growing their sales. By the end of that Christmas season, they started to establish the Elf on the Shelf as a beloved part of holiday traditions across America.
Establishing a Franchise
The runaway success of The Elf on the Shelf led Shanda and her family to expand their brand significantly, culminating in new product lines and even a television special. They recognized the potential to sustain their success through creative new ventures, including partnerships for animated adaptations and additional toy lines. Furthermore, they transformed their business identity from a publishing company to an entertainment company, eventually renaming it Lumastella. Through dedication, resilience, and innovation, the Elf on the Shelf evolved from a simple book to a multi-million dollar franchise, reshaping family Christmas traditions worldwide.
Mother-daughter duo Chanda Bell and Carol Aebersold turn their old family tradition into a new Christmas children’s book they call The Elf on the Shelf. But when they are rejected by the major publishers, they decide to finance the release of the book themselves—and begin a new Christmas phenomenon.
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