h2g2 The Hitchhiker's Guide to the Galaxy: Earth Edition

As if by magic I'm your Sub-editor for 'The Elf on the Shelf' - the Marketing Phenomenon. The new version is A87951504 - please subscribe!

I presume you have a photo of one of these Elves!

I looked at the official UK website, and see they try to get around the issue of children seeing Elves in shops by framing it as adoption - is that a new thing?

I sent a photo to the s a couple of weeks ago, so just waiting for it to be approved.

It is true that the website calls the shops 'adoption centres' but in my experience there's nothing different at most shops selling the elves to differentiate it from anything else bought in the shop, whether baked beans or fruit .

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