The AP looks at the rising popularity of the holiday picture book ELF ON THE SHELF, which has sold 2.5 million copies since its 2005 publication by CCA & B Publishers, the Marietta, GA-based publishing houses founded by ELF creators Carol Aebersold and her daughters Chanda Bell and Christa Pitts after a round of publisher rejections. CCA&B recorded $10 million in revenue in 2010 and now employs 25 people. “We used to have to stop people in the aisles at retail shows and explain what this was,” Pitts explained but now, “people are coming in and they already know. It’s […]
