FOX Business spoke with the co-CEO of The Elf on the Shelf about the challenges, successes and nostalgic meaning behind the iconic Christmas doll that points back to her own family.

That extra elf time has gotten Robbie the Elf some new attention. Lee said people often recognize him out of the costume. That’s why, every time January 1st rolls around, he has a disguise ready.

Nation World Real life 'Elf on a Shelf' spotted in North Carolina A real-life "Elf on the Shelf" is bringing Christmas cheer to Troutman, NC this holiday season.