CCA and B, LLC

CCA and B, LLC, doing business as The Lumistella Company, is a US publisher and licensor that owns The Elf on the Shelf brand. The brand began in 2005 with a self-published picture book by Carol Aebersold and her daughter Chanda Bell, sold together with a scout elf doll and based on a family Christmas tradition. Chanda Bell and her sister Christa Pitts serve as co-CEOs. More than 22.5 million elves had been sold by 2023, and the brand has expanded into over 150 licensed products, along with stage, food and television projects.