'The Elf On The Shelf' turns 11, continues to grow in popularity

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'Elf on the Shelf' turns 11. Alicia Vitarelli reports during Action News at 6 a.m. on November 25, 2017. (WPVI)

The Christmas-time phenomenon known as "The Elf On The Shelf" continues to grow in popularity.

Eleven million copies of the book, which comes with a pixie elf doll, have been sold since it debuted in 2005.

According to tradition, the Elf's job is to keep an eye on the children in the house, and report back to Santa Claus each night about their behavior.

The Elf will move about the house at night, while the kids are asleep.

That's why the children will find their elf in a different spot each morning.

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