For those who think this is a marketing scheme, you are absolutely right - a brilliant one. I bought the elf years ago for my kids, and we've been hooked ever since. I'm not one of those parents that just moves it halfheartedly from one spot to another when I feel like it. My elf is sneaky, fun, and brings presents. I constantly scour Pinterest and Facebook for new elf ideas. We've used them all, from turning our milk green and labeling it "Grinch Pee" to having him use toothpaste to replace the cream in Oreo cookies. We have cute little snowmen my husband made out of rice and socks years ago - one to represent each member of our family - and our elf and the snowmen are constantly at war. They use everything they can get their hands on in the house, from lego minifigures to our toilet paper. The snowmen will be tied up one day, being herded by our elf on a rooster with a knife, and the next day, our elf will be in a homemade candy cane jail surrounded by the snowmen.
You can't look at this book as a stand alone story. It's all about the elf. If you enjoy doing these things with your family and don't see it as a chore, this elf is for you. The elf comes with the book. The story is cute and typical, but the marketing scheme is brilliant. I'd like to have been the guy that thought this one up.