In a move to preserve childhood holiday magic, Amazon has swiftly corrected its Alexa smart assistant after it began revealing a well-kept Christmas secret to curious children. For some time, kids asking Alexa about the popular "Elf on the Shelf" tradition were getting answers that exposed the truth: it's parents who move the elf doll each night.
How Amazon's Alexa Spilled the Festive Secret
The issue came to light after inquiries from Business Insider. Previously, when a child asked Alexa who moves the Elf on the Shelf, the assistant would confirm it was mom or dad. This directly contradicted the beloved tradition's core premise of a magical scout reporting to Santa. Amazon has now implemented a fix, programming Alexa to respond with the expected, enchanting answer: "Elf on the Shelf is a magical scout sent by Santa."
Trang Nguyen, an Amazon spokesperson, addressed the change in a statement. "Alexa will offer kid-friendly responses to questions about the existence of folkloric characters like Santa," Nguyen wrote. "We've updated the experience for when kids ask Alexa about who moves the Elf on the Shelf."
The Story Behind the Global Christmas Phenomenon
The Elf on the Shelf tradition has seen massive growth over the past two decades. It involves families placing a small elf doll in different spots around their home throughout December. The concept, which encourages good behavior, tells children the elf watches them and flies nightly to the North Pole to report to Santa Claus.
Children enjoy searching for the elf's new, often creatively posed location each morning. The tradition began with a 2005 book by Carol Aebersold and her daughter Chanda Bell, based on their own family custom from the 1970s in Atlanta. Its popularity exploded with the rise of social media, where parents showcase elaborate elf setups.
Christa Pitts, who co-founded The Lumistella Company with her twin sister Chanda Bell 20 years ago to manage the brand, is notably busy this season. The company continues to expand the elf's universe.
From YouTube to Netflix: Elf on the Shelf's Digital Expansion
The brand is branching out significantly into digital and streaming content. While there are already four Elf on the Shelf specials on Netflix, a full-length streaming movie is in discussion. In a recent interview with The Hollywood Reporter, Pitts hinted at talks during a visit to Netflix's headquarters about developing the first feature-length film.
Beyond Netflix, Scout Elves have a presence on YouTube Kids through a preschool series titled Scout Elf Squad, featuring seven-minute episodes. The Lumistella Company also sells a wide range of products, including new Frost Pips babies and pets. A popular item is Norah, Santa's Magical Arctic Fox, who is said to have created the Northern Lights and possesses the power to stop time.
Amazon's quick update ensures that Alexa now supports this widespread tradition, keeping the holiday enchantment intact for families worldwide during the festive season.
