TULSA, Okla. - Ask the business world and "Elf on the Shelf" is a multi-million dollar book/doll phenomenon. Ask kids, like Hannah and Mia Wright, and you get a different story.
"It's an elf, and he's like magical," said Mia.
"You know, our elf, he just has a mind of his own," said Hannah.
Around the holidays, the elf gets into a little trouble, while he's supposed to be keeping an eye on Santa, so says the book.
Parents around the world post pictures to social media of their elves drinking mom's Starbucks, getting into the toilet paper rolls or taking a drive in the Barbie car.
"Every day he is going online reading Facebook, Twitter, trying to come up with new ideas to make the girls laugh," said the girls' mom, Mollie Wright.
The elf's shenanigans are part of a tradition that co-author Chanda Bell grew up on.
"There was no vision of starting a business or turning into what has truly become a centerpiece of Christmas tradition," said Bell.
More than six million copies of the book have sold. Every year, since the release in 2005, the authors have seen a 70% growth in sales.
And as if all the elves haven't wreaked enough havoc around the house, Elf on the Shelf: Birthday Edition hits stores this week. The birthday edition comes with a little cupcake outfit for the elf. But no elf -- which means you've got to buy the first book.
But, with priceless reactions.. for many families, it's more than worth the cost.
You know what they say. Happy elf, happy self?