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The Christmas fad that’s taken over Instagram

Have you fallen for it yet? - by Rebecca Lowrey Boyd
  • 28 Nov 2017
The Christmas fad that’s taken over Instagram

If you haven’t heard of Elf on the Shelf, you might want to take another look at Instagram.

The festive fellow is popping up in homes around the world, peeking out from behind a banana, or cheekily perched atop a pile of toilet paper.

lori.k.1978 View Profile
8 likes - View Post on Instagram
I think 🤔 Alvin was sending the kiddos a little message today! . . . #ironic #alvin #elfontheshelf #raedunn #raedunnpottery #heswatching #youbetterwatchout #naughtyornice

The phenomenon started in 2005 with a children’s picture book, written by Carol Aebersold and her daughter Chanda Bell, and illustrated by Coë Steinwart.

The book tells a story about special scout elves who are adopted by families and report back to Santa each night about who is naughty and who is nice. An elf doll is included with the book, and you can register the ‘adoption’ online.

athinamarie7 View Profile
2 likes - View Post on Instagram
Say cheese... or peekaboo (take your pick?) #elfontheshelf2017 #elfontheshelf
a.stancato View Profile
2 likes - View Post on Instagram
That damn Teri...always up to something! #elfontheshelf #teritheelf

Children are told that there are two simple rules to owning a Scout Elf. First, a Scout Elf cannot be touched; and second, a Scout Elf cannot speak or move while anyone in the house is awake. So when the children wake up each morning before Christmas, they are surprised to discover that the elf has popped up in a different place.

thedanabodero View Profile
3 likes - View Post on Instagram
Our #elf Mavis is back!!!!!! #elfontheshelf #eots #christmas2018
squeegee_beckenheim View Profile
2 likes - View Post on Instagram
Iiiii'm! Gonna swiiiiing! From the chandelieeer! From the chandelieeeeeeerrrrrr!!!!! #elfontheshelf #chandelier #swingfromthechandelier #sia

More than 11 million of scout Elves have been ‘adopted’ by families since 2005.

However, not everyone is a fan. Dr David Kyle argues in Psychology Today that the concept of Elf on a Shelf is a crutch for parents to encourage good behavior at home. He also believes it’s another lie that parents tell children which “does not encourage imagination”.

“It threatens your parental trustworthiness, and it encourages credulity,” he said.

anmccullough View Profile
1 likes - View Post on Instagram
This morning Zippy had Jase's clothes picked out for him to wear to school. Tonight, he plays with the beasts. 🦕🦖🦍 #elfontheshelf

Meanwhile, The Atlantic columnist Kate Tuttle calls it "a marketing juggernaut dressed up as a tradition" whose purpose is "to spy on kids" and that one shouldn't "bully your child into thinking that good behavior equals gifts."

So the jury is out. Is Elf on the Shelf naughty or is he nice?

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Rebecca Lowrey Boyd
Rebecca Lowrey Boyd
Rebecca Lowrey Boyd is a former magazine editor and the founder of Wee Birdy, one of The Sunday Times’ Top 50 Blogs in the World. A design nerd and bird enthusiast, she can usually be found poring over Pinterest, knee-deep in Bunnings or sticky-beaking at modernist homes in Sydney’s bushburbia.

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