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No one can quite put their finger on why sales of an elf, with the accompanying book, have been so strong. Timetoplaymag.com toy expert Jim Silver posits that Elf on the Shelf has filled a previously untapped niche. "For all the years we've talked about Santa Claus, elves have never gotten their due with kids," Silver said. Books and toys associated with the 2003 Will Ferrell movie "Elf," sold well, he said, but there haven't been many elf-themed toys since then. "Seeing how the movie `Elf' did, we knew there was a market there, so it was just a matter of time before a company came along to capitalize on Santa's helpers." Will it join the compendium of American holiday traditions? It is hard to say. Not everyone is a fan. There's a parody book called "Elf OFF the Shelf" from Adams Media. Some critics say it promotes spy tactics that might not be healthy for children, a claim Bell dismisses as coming from people who have never actually "experienced the Elf." But Elf on the Shelf has clearly surpassed its status as local curiosity and become a must-have for millions of people. "It's a fun, innocent tradition," said Warren Haynes, from LaGrange, Ga. He says his 3-year-old sleeps better knowing his elf, which they named Posie, "is going to tell Santa what a good boy he has been."
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