When does The Elf on the Shelf: An Elf's Story return?

The Elf on the Shelf was written in 2004 by Carol Aebersold and her daughter Chanda Bell. The book tells the story of a scout elf who hides in people's homes to watch over events. Scout elves get their magic by being named and loved by a child. Families have an opportunity to write their elf's name and the date that they adopted it.