Mother Beth Watson, who goes by @bethwatson1x on the app, has divided opinion on TikTok after she shared a video of her latest Elf on the Shelf prank - featuring her sons dead pet goldfish.

A MUM revealed she’s banned Elf on the Shelf – because she fears he’ll teach her kids how to be bad. Sarah MacRory, 36, uses a technique called “gentle parenting” to show her kids respe… ...

Stephanie Malham, managing director of Outright Games, said: “Our goal was to make a game that feels like opening the door to Santa’s workshop. The world of The Elf on the Shelf is so rich with charm ...

Whimsical! Today, the Elf is a best-selling, full-blown industry. And this writer hates the little creep: “I hate the Elf on the Shelf. I hate his evil, dead-eyed sidelong smile. I hate that he ...

Aebersold made the decision to openly share her childhood customs with the world in 2005, along with her two daughters. Together, they self-published Elf on the Shelf: A Christmas Tradition, a book ...

While Elf on the Shelf can become an exciting tradition, it also does require some creativity from parents, considering it continues throughout the entire 25 days leading up to Christmas.

Since its first appearance as a self-published book back in 2005, the Elf on the Shelf has, almost by magic, become a retail juggernaut with some six million units sold in North America alone.