November 25, 2025 • 9 mins
Chanda A. Bell and Christa Pitts, co-CEOs and founders of The Lumistella Company and the visionaries behind the Santaverse™ and The Elf on the Shelf®, to discuss the global sensation and beloved holiday traditionThe 20th anniversary celebration includes a novel titled The Rise of Nicholas the Noble, a flurry of new games, experiences, must-have holiday products, original content and more to honor the milestone year
The Lumistella Company, creator of the internationally acclaimed Santaverse™ and The Elf on the Shelf®, is celebrating 20 years of the beloved holiday tradition that has made its mark on families and generations around the world. Alongside co-founders, CEOs and twin sisters Chanda A. Bell and Christa Pitts, we invite you to embrace the magic by learning more about The Elf on the Shelf and the immersive Santaverse, an enchanted story-driven world that brings new characters, places and entertainment to life year-round. From Bell's recent release of the middle grade novel The Rise of Nicholas the Noble to celebratory products, storylines, toys, games, experiences, partnerships and more, The Lumistella Company is sure to continue sparking joy to help families create lasting memories.Most recently, The Lumistella Company released a new friend of The Elf on the Shelf, Razzle the Celebration Snowman, who encourages fans of all ages to celebrate their own special occasions throughout the year. Created for the whole family, the company also announced its first video game inspired by the beloved Scout Elf titled The Elf on the Shelf®: Christmas Heroes, as well as a range of holiday must-haves, including a limited-edition 20th Anniversary Edition Box Set, Frost Pips™ elf babies, Elf Kits, original content, and so much more!!Written by 12x best-selling author Chanda A. Bell, The Rise of Nicholas the Noble unveils Santa’s untold origin story, sweeping readers into a breathtaking world of fantasy and wonder. This touching story highlights the importance of bravery, community and faith to protect the world from the dangers of evil.
Become a supporter of this podcast: https://www.spreaker.com/podcast/arroe-collins-like-it-s-live--4113802/support.
The Lumistella Company, creator of the internationally acclaimed Santaverse™ and The Elf on the Shelf®, is celebrating 20 years of the beloved holiday tradition that has made its mark on families and generations around the world. Alongside co-founders, CEOs and twin sisters Chanda A. Bell and Christa Pitts, we invite you to embrace the magic by learning more about The Elf on the Shelf and the immersive Santaverse, an enchanted story-driven world that brings new characters, places and entertainment to life year-round. From Bell's recent release of the middle grade novel The Rise of Nicholas the Noble to celebratory products, storylines, toys, games, experiences, partnerships and more, The Lumistella Company is sure to continue sparking joy to help families create lasting memories.Most recently, The Lumistella Company released a new friend of The Elf on the Shelf, Razzle the Celebration Snowman, who encourages fans of all ages to celebrate their own special occasions throughout the year. Created for the whole family, the company also announced its first video game inspired by the beloved Scout Elf titled The Elf on the Shelf®: Christmas Heroes, as well as a range of holiday must-haves, including a limited-edition 20th Anniversary Edition Box Set, Frost Pips™ elf babies, Elf Kits, original content, and so much more!!Written by 12x best-selling author Chanda A. Bell, The Rise of Nicholas the Noble unveils Santa’s untold origin story, sweeping readers into a breathtaking world of fantasy and wonder. This touching story highlights the importance of bravery, community and faith to protect the world from the dangers of evil.
Become a supporter of this podcast: https://www.spreaker.com/podcast/arroe-collins-like-it-s-live--4113802/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I've been blessed with the opportunity to share conversations with
each and every person who has appeared on NBC's The
Voice from twenty sixteen to this present day. We now
have it all on one podcast, that Voice. It's on
Aro dot net A R. R Oe dot Net. Hello
and good morning you two. How are you doing good?
(00:21):
How are you absolutely fantastic and fired up to talk
to you about the rise of Nicholas and the Noble because,
I mean, this is the kind of stuff that we
want right now. Christmas or the holidays are so the season,
not the day.
Speaker 2 (00:38):
Agreed completely, Yeah.
Speaker 1 (00:41):
And to be talking about an elf on a shelf wa,
I mean this is like all over Facebook and TikTok
and stuff. I mean, you are so in tune with
what's going on right now.
Speaker 2 (00:53):
We really are, you know, we are, so we are
so blessed. It is here right elf season is here.
And so it has been an absolute blast for watching
elves starting to return back from the North Pole elves
that were adopted, So that's been fun. Elves are now
being adopted at adoption centers everywhere. So the Elf on
the shelf is out and about, as well as all
(01:14):
the other Santa Verse characters. You know, we have a
toll twentieth anniversary line lineup of product that's available. So
we have Razzle, our brand new snowman, and like you said,
we have the Rise of Nicholas the Noble, which is
our first ever novel, and the backstory of Santa Claus
and how he comes to know the Elves. So really
providing all of the stories and characters and more that
(01:38):
families need to create joyful family moments this season.
Speaker 1 (01:41):
How does a story like this come to you? Because
I mean it's one of those things where it's like
we all think that we're in the Christmas spirit only
in December, but man, it happens from January to December thirty. First,
I mean, it goes on all the time, especially in
the world of creativity.
Speaker 2 (01:57):
Yeah, I'll let Shannon answer that.
Speaker 1 (01:59):
One.
Speaker 2 (02:00):
She is the author of the Rise of Nicholas the Noble. Shan,
what about you? Well, I get to be Santa's chief storyteller,
which is like the coolest strap the whole world, right,
And so whether it was co authoring The Elf on
the Shelf with my mom or writing all of these
other characters and stories in the Santa verse and telling
their stories. It's a huge responsibility, right, getting to be
(02:22):
the voice of Santa. So the Rise of Nicholas the
Noble really is. It's our first ever novel. It's the
backstory of Santa Claus and how he meets the elves,
and it's an epic fantasy adventure story much along the
lines of I would say, like the Chronicles of Narnia
or a Harry Potter.
Speaker 1 (02:41):
Right away, that's telling me Hulu and Netflix right there
is what that one's telling me.
Speaker 2 (02:47):
I hope, so got my eye on that Netflix, Let's go.
And then we also took a Croudolf Squad, which is
our preschool show that we just launched on YouTube. Right
it's for that two plus the North Pole exists three
hundred and sixty five days a year, and kids want
to know what the elves are doing and what they're
up to. So we pride ourselves on using characters kids
(03:09):
love and creating stories and moments of opportunity for the
family to spend time together. And so scou Elf Squad
is a fun, learning, teamwork, friendship adventure story but also
holiday content, which is what kids are looking for, and
that's available on our YouTube channel. Our official YouTube channel,
Elf on the Shelf.
Speaker 1 (03:29):
You know what's amazing about this is that I wish
I would have had this as a kid. All we
had was the radio station where the jock will get
on there and say, well, weather radar at Santa Claus
is now over Australia, and that's what you lived off from.
I mean, at least you guys are allowing us to
step into a world of Nicholas before the elves, and
you're allowing us, with Elf on a Shelf to have
any imagination. Imagine that having an imagination in twenty twenty five.
Speaker 2 (03:55):
It's so nice to be able to share in families
moments and memories because there really is so much noise anymore, right,
it's constantly coming at us. And for us to live
in a space where it's simple and it's about kindness
and thoughtfulness and wonder and magic. It really isn't something
that we take for granted. We adore what we do.
(04:17):
You know, we don't have to go to work. We
get to go to work, We get all the stories
of Santa's North Pole, and it's a magical thing to
be able to do, and we don't take it lightly. Certainly,
I love what you said about imagination. You know, we
pride ourselves on these are simple traditions, and I love
when a kid's imagination takes over, you know, And I
(04:38):
think that's part of what makes the Elf on the
Shelf so iconic, is you know, Chris and I would
have these whole ideas in our head of like what
was it like at the North Pole when the elf
was talking to Sanna? You know. So we think a
great tradition can be just as simple, right as what
the family makes it and what's in your imagination.
Speaker 1 (04:58):
Please do not move. There's more Shonda and Krista coming
up next. You've heard of Elf on a Shelf. Yeah,
now it's time to read the Rise of Nicholas the
Noble and so much more. We're back with Shonda Abell
and Krista Pitts. I love your the the attitude of
that that this is not a job is basically a choice,
(05:19):
and that's the way that I lead my life. I
don't have a job. It's a choice. I do what
I want to because I know what's going to reach people.
And when you've got Elf on a shelf, I mean
people have turned this into the modern day flat Stanley.
It is all over social media and people are creating
their own stories. They're dressing them up, they're putting them
with music, they're they're and I'm going, wait a second,
do these girls know this?
Speaker 2 (05:42):
Well? The elves get into a lot of that on
their own, right, So I went, they fly back from
the North Hole. They are crafty for sure. But you know,
I think, just like anyone, you know, we're living our
lives and it's like I'm scrolling through social media and
I'm seeing all the same things everyone else is is seeing,
and it is absolutely wild to see the impact that
(06:04):
something our family celebrated and enjoyed when we were growing
up really become as synonymous with Christmas as Santa Claus.
And the only way that we can, you know, I
guess even fathom what that has been for us is
by coming on shows like this and saying thank you
to all of the families who have taken a chance
(06:26):
on our brands and coming to come to know that
we really are, you know, a trusted partner at Christmas
time with family friendly content that they can be proud
to share with their family.
Speaker 1 (06:37):
Now, before the elf on a shelf, the one thing
that we had was the sock monkey are they are?
Speaker 2 (06:41):
They?
Speaker 1 (06:41):
They're good friends?
Speaker 2 (06:42):
Right?
Speaker 1 (06:42):
I mean and elf We'll make friends with anybody, and
the sock monkey in the elf are still good friends,
and that maybe there will be a story one day
about how they meet and they go to see Santa
Claus and you see what you guys do? You turn
on my imagination and all of a sudden, I want
to write a story with you.
Speaker 2 (06:57):
Well, we welcome all the stories, and we appreciate them too.
I mean, Shanda and I didn't have a sock monkey,
certainly were jealous of the people that did. So we had.
We had plenty of stuff to keep us satisfied, that's
for sure. But we were actually kind of rough and
tumble kids. We were spending more time outside, I think
(07:19):
than anything.
Speaker 1 (07:20):
Yeah, but that's what I loved about being a kid
and growing up in that era is that the outside
world to me was the living room and that everything
was your play toy. And then when you get something
like an elf on a shelf, I'm gonna tell you,
growing up in Montana, that elf went outside with me.
It had to go outside with me because that was
my world to play.
Speaker 2 (07:39):
Yeah, yeah, I mean that's the beautiful thing about the
Elf on the shelf is it engages with your family
in a way that is very personal. Right, Like, if
your family is creative, your elf is going to be
uber creative. And if your family is very laid back
and you're kind of a chill family, your elf is
going to have that same personality. So we hear all
(07:59):
the time about elves being outside and in cars and
meeting people will on vacation, and so your elf would
definitely be with you. They're there to watch and listen
and report all the good things too.
Speaker 1 (08:11):
Man, ten minutes with you, guys is not enough. Is
there a website where people can go to find out
more to listen to your passion and your drive because pitch,
volume and tone in your vocal cords is so so
so important.
Speaker 2 (08:27):
Thank you so much. Yes, you can go to Louma Stella,
l U, M I S T E l l A
dot com or elf on theshelf dot com. Shanda has
a website, as do I Kristapitts dot com and Shanda
bell dot com. So if you want to interact with
our companies or learn more about us, or find out
what's new in the Santa Verse, any of those spots
(08:50):
will allow you a glimpse inside of the North Pole.
Speaker 1 (08:53):
Next year, at this time, there's a movie Hi'm Coming.
Will you guys be brilliant today?
Speaker 2 (09:05):
Okay, thank you so much, have a wonderful day. Holidays,
I've been blessed with the opportunity to share conversations with
each and every person who has appeared on NBC's The
Voice from twenty sixteen to this present day. We now
have it all on one podcast, that Voice. It's on
Aro dot net A R. R Oe dot Net. Hello
and good morning you two. How are you doing good?
(00:21):
How are you absolutely fantastic and fired up to talk
to you about the rise of Nicholas and the Noble because,
I mean, this is the kind of stuff that we
want right now. Christmas or the holidays are so the season,
not the day.
Speaker 2 (00:38):
Agreed completely, Yeah.
Speaker 1 (00:41):
And to be talking about an elf on a shelf wa,
I mean this is like all over Facebook and TikTok
and stuff. I mean, you are so in tune with
what's going on right now.
Speaker 2 (00:53):
We really are, you know, we are, so we are
so blessed. It is here right elf season is here.
And so it has been an absolute blast for watching
elves starting to return back from the North Pole elves
that were adopted, So that's been fun. Elves are now
being adopted at adoption centers everywhere. So the Elf on
the shelf is out and about, as well as all
(01:14):
the other Santa Verse characters. You know, we have a
toll twentieth anniversary line lineup of product that's available. So
we have Razzle, our brand new snowman, and like you said,
we have the Rise of Nicholas the Noble, which is
our first ever novel, and the backstory of Santa Claus
and how he comes to know the Elves. So really
providing all of the stories and characters and more that
(01:38):
families need to create joyful family moments this season.
Speaker 1 (01:41):
How does a story like this come to you? Because
I mean it's one of those things where it's like
we all think that we're in the Christmas spirit only
in December, but man, it happens from January to December thirty. First,
I mean, it goes on all the time, especially in
the world of creativity.
Speaker 2 (01:57):
Yeah, I'll let Shannon answer that.
Speaker 1 (01:59):
One.
Speaker 2 (02:00):
She is the author of the Rise of Nicholas the Noble. Shan,
what about you? Well, I get to be Santa's chief storyteller,
which is like the coolest strap the whole world, right,
And so whether it was co authoring The Elf on
the Shelf with my mom or writing all of these
other characters and stories in the Santa verse and telling
their stories. It's a huge responsibility, right, getting to be
(02:22):
the voice of Santa. So the Rise of Nicholas the
Noble really is. It's our first ever novel. It's the
backstory of Santa Claus and how he meets the elves,
and it's an epic fantasy adventure story much along the
lines of I would say, like the Chronicles of Narnia
or a Harry Potter.
Speaker 1 (02:41):
Right away, that's telling me Hulu and Netflix right there
is what that one's telling me.
Speaker 2 (02:47):
I hope, so got my eye on that Netflix, Let's go.
And then we also took a Croudolf Squad, which is
our preschool show that we just launched on YouTube. Right
it's for that two plus the North Pole exists three
hundred and sixty five days a year, and kids want
to know what the elves are doing and what they're
up to. So we pride ourselves on using characters kids
(03:09):
love and creating stories and moments of opportunity for the
family to spend time together. And so scou Elf Squad
is a fun, learning, teamwork, friendship adventure story but also
holiday content, which is what kids are looking for, and
that's available on our YouTube channel. Our official YouTube channel,
Elf on the Shelf.
Speaker 1 (03:29):
You know what's amazing about this is that I wish
I would have had this as a kid. All we
had was the radio station where the jock will get
on there and say, well, weather radar at Santa Claus
is now over Australia, and that's what you lived off from.
I mean, at least you guys are allowing us to
step into a world of Nicholas before the elves, and
you're allowing us, with Elf on a Shelf to have
any imagination. Imagine that having an imagination in twenty twenty five.
Speaker 2 (03:55):
It's so nice to be able to share in families
moments and memories because there really is so much noise anymore, right,
it's constantly coming at us. And for us to live
in a space where it's simple and it's about kindness
and thoughtfulness and wonder and magic. It really isn't something
that we take for granted. We adore what we do.
(04:17):
You know, we don't have to go to work. We
get to go to work, We get all the stories
of Santa's North Pole, and it's a magical thing to
be able to do, and we don't take it lightly. Certainly,
I love what you said about imagination. You know, we
pride ourselves on these are simple traditions, and I love
when a kid's imagination takes over, you know, And I
(04:38):
think that's part of what makes the Elf on the
Shelf so iconic, is you know, Chris and I would
have these whole ideas in our head of like what
was it like at the North Pole when the elf
was talking to Sanna? You know. So we think a
great tradition can be just as simple, right as what
the family makes it and what's in your imagination.
Speaker 1 (04:58):
Please do not move. There's more Shonda and Krista coming
up next. You've heard of Elf on a Shelf. Yeah,
now it's time to read the Rise of Nicholas the
Noble and so much more. We're back with Shonda Abell
and Krista Pitts. I love your the the attitude of
that that this is not a job is basically a choice,
(05:19):
and that's the way that I lead my life. I
don't have a job. It's a choice. I do what
I want to because I know what's going to reach people.
And when you've got Elf on a shelf, I mean
people have turned this into the modern day flat Stanley.
It is all over social media and people are creating
their own stories. They're dressing them up, they're putting them
with music, they're they're and I'm going, wait a second,
do these girls know this?
Speaker 2 (05:42):
Well? The elves get into a lot of that on
their own, right, So I went, they fly back from
the North Hole. They are crafty for sure. But you know,
I think, just like anyone, you know, we're living our
lives and it's like I'm scrolling through social media and
I'm seeing all the same things everyone else is is seeing,
and it is absolutely wild to see the impact that
(06:04):
something our family celebrated and enjoyed when we were growing
up really become as synonymous with Christmas as Santa Claus.
And the only way that we can, you know, I
guess even fathom what that has been for us is
by coming on shows like this and saying thank you
to all of the families who have taken a chance
(06:26):
on our brands and coming to come to know that
we really are, you know, a trusted partner at Christmas
time with family friendly content that they can be proud
to share with their family.
Speaker 1 (06:37):
Now, before the elf on a shelf, the one thing
that we had was the sock monkey are they are?
Speaker 2 (06:41):
They?
Speaker 1 (06:41):
They're good friends?
Speaker 2 (06:42):
Right?
Speaker 1 (06:42):
I mean and elf We'll make friends with anybody, and
the sock monkey in the elf are still good friends,
and that maybe there will be a story one day
about how they meet and they go to see Santa
Claus and you see what you guys do? You turn
on my imagination and all of a sudden, I want
to write a story with you.
Speaker 2 (06:57):
Well, we welcome all the stories, and we appreciate them too.
I mean, Shanda and I didn't have a sock monkey,
certainly were jealous of the people that did. So we had.
We had plenty of stuff to keep us satisfied, that's
for sure. But we were actually kind of rough and
tumble kids. We were spending more time outside, I think
(07:19):
than anything.
Speaker 1 (07:20):
Yeah, but that's what I loved about being a kid
and growing up in that era is that the outside
world to me was the living room and that everything
was your play toy. And then when you get something
like an elf on a shelf, I'm gonna tell you,
growing up in Montana, that elf went outside with me.
It had to go outside with me because that was
my world to play.
Speaker 2 (07:39):
Yeah, yeah, I mean that's the beautiful thing about the
Elf on the shelf is it engages with your family
in a way that is very personal. Right, Like, if
your family is creative, your elf is going to be
uber creative. And if your family is very laid back
and you're kind of a chill family, your elf is
going to have that same personality. So we hear all
(07:59):
the time about elves being outside and in cars and
meeting people will on vacation, and so your elf would
definitely be with you. They're there to watch and listen
and report all the good things too.
Speaker 1 (08:11):
Man, ten minutes with you, guys is not enough. Is
there a website where people can go to find out
more to listen to your passion and your drive because pitch,
volume and tone in your vocal cords is so so
so important.
Speaker 2 (08:27):
Thank you so much. Yes, you can go to Louma Stella,
l U, M I S T E l l A
dot com or elf on theshelf dot com. Shanda has
a website, as do I Kristapitts dot com and Shanda
bell dot com. So if you want to interact with
our companies or learn more about us, or find out
what's new in the Santa Verse, any of those spots
(08:50):
will allow you a glimpse inside of the North Pole.
Speaker 1 (08:53):
Next year, at this time, there's a movie Hi'm Coming.
Will you guys be brilliant today?
Speaker 2 (09:05):
Okay, thank you so much, have a wonderful day. Holidays,
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