Inside the Busy Holiday World of Christa Pitts, Co-CEO of The Elf on the Shelf Empire- If Christa Pitts doesn’t immediately respond to your holiday party invite, don’t take it personally. December is her version of the Super Bowl. As one of the twin sisters behind The Elf on the Shelf phenomenon, Pitts spends this time of year juggling everything from global brand management to answering children’s most imaginative questions about the Scout Elves who have become a fixture in millions of families’ homes.
Twenty years ago, Pitts and her identical twin sister, Chanda A. Bell, helped introduce the world to a red-suited elf who reports back to Santa each night. It started as a simple family tradition inspired by their mother, and has evolved into a cultural staple that now stretches far beyond the original book and toy. Today, The Lumistella Company — affectionately dubbed by Pitts as “the southern branch of the North Pole” — oversees a multimedia universe that merges storybooks, animated worlds, and now a growing partnership with Netflix.
In between strategy meetings and holiday interviews, Pitts laughs easily when reflecting on the surreal scale of the brand’s impact. “Parents think we’re busy,” she jokes, “but you should hear the questions kids ask. They’re endlessly curious — and they expect real answers.”
According to Pitts, little believers want to know everything about their elves: “Do they have pets? Do they have grandparents? Can they have friends who aren’t elves? What snacks do they like? Where do they sleep when they’re not on the shelf?” The Lumistella team treats these questions seriously, weaving consistent lore to preserve the magic for families everywhere.
A Family Business Rooted in Tradition
What sets The Lumistella Company apart from other holiday brands is its heart. Pitts and Bell lead a business that still operates like a family workshop — one fueled by nostalgia, storytelling, and the belief that imagination has real power.
The idea itself was born in their childhood living room, where their mother, Carol Aebersold, created the ritual of a “visiting elf” who kept an eye on the children during December. When Pitts and Bell decided to turn that memory into a book and product, they had no investors, no corporate machine, and no industry roadmap. What they did have was determination, creativity, and the comfort of knowing that if nothing else, their mother’s tradition meant something to their own children.
Fast forward two decades, and their family idea has become a worldwide holiday touchstone. Elf adoption centers, accessories, clothing, pets, animated specials — the North Pole–inspired universe grows a little larger each year.
The Netflix Era of the North Pole
And now, the elves are stepping onto an even bigger stage. Lumistella’s partnership with Netflix has opened the door to long-form storytelling, elaborate world-building, and new characters who exist beyond the mantelpiece. Pitts says the company’s goal is to expand the lore without losing the intimacy of the original tradition.
“Kids already see the elves as part of their family celebrations, so our challenge is to build a world that feels just as magical,” she explains. The Netflix collaboration has also become a year-round endeavor — meaning that while most of us only think about elves in December, Pitts and Bell are working on holiday content in the middle of July heatwaves and spring thunderstorms.
A December Load Unlike Any Other
While the company grows, the rhythm of Pitts’s life still centers on the holiday season. From November through Christmas, every day carries a sense of urgency — a blend of business leadership, creative decision-making, and the emotional responsibility of managing a brand beloved by children.
“Parents trust us with part of their holiday traditions,” Pitts says. “That’s not something we ever take lightly.”
Her days can include everything from answering media questions about elf rules, to approving storylines, to connecting with parents who want advice on keeping the magic alive. And, of course, spending extra time with her own family — because even the CEO of the “southern North Pole” has her own traditions to uphold.
A Brand Built on Wonder
In an era dominated by screens and speed, The Elf on the Shelf stands out as a tradition rooted in simplicity: storytelling, imagination, and a nightly bit of magic. Pitts believes that’s why it resonates. “Children still want wonder,” she says. “They still want to believe in something larger than themselves.”
For Pitts and Bell, the holidays aren’t just the busiest time of the year — they’re the heart of everything the company represents. And while Christa Pitts might not RSVP to your party as quickly as you’d like, she has a good reason: she’s busy tending to millions of elves, a sprawling media universe, and the imagination of children around the world.
And in its own way, that’s a holiday miracle too.
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