Santa’s Little Helper and Star of Instagram, Elf on the Shelf: Gendered Labour, Normalising Surveillance and Digitising a Childhood Phenomenon

The Elf on the Shelf (EotS) has become—as well as being a best-selling book and toy of same name—a cultural phenomenon. As Christmas tradition, EotS only dates back to 2005, but quickly gained hold in homes across world. For marketers EotS, it’s also huge money-spinner, earning millions worldwide. Originally self-published by retired teacher now sells with an who sits shelf and, according its story, reports Santa any ‘naughty or nice’ behaviour resident children. resides many schools pre-Christmas, giving parents teachers leverage lead up Christmas. can be viewed more sinister societal surveillance tool, normalising panopticon making complicit concept omnipresent spying. While ‘magical’ rather than technological, could nevertheless seen promoting parentally-endorsed (and consumer) culture. Simultaneously, become both chore source fun for believers globally, (mostly mothers) each night change Elf’s location position.