It All Begins With a Character: From Idea to Icon

What causes a character to resonate with readers? Is there a trick to creating a figure that’s universally beloved? One that will generate millions of global fans, a generous social media buzz and maybe even a movie deal? When I set out to write The Elf on the Shelf in 2004 with my mother, I had no idea that now, 20 years later, I’d still be building out the world of Santa’s Scout Elves, and all of the characters, legends, and lore that make up the origin story of their North Pole universe.

(3 Tips for Creating and Managing a Large Cast of Characters.)

In those early years, I can’t say I was terribly intentional—in fact, I did many things I would advise others NOT to do—but in my 20 years of taking this single character from book to brand to universe, there are four keys I’ve discovered about turning initial characters into cultural icons.

1. Begin with your audience.

What do they love? With The Elf on the Shelf Scout Elves, I have two audiences—parents/caregivers and children. I needed my character to appeal to both! 

Because this tradition and character were a part of my own childhood, I knew it would appeal to children. As a child, I had a fascination with the wonder and magic of Santa Claus and the North Pole. I knew that any peek behind the scenes into how that magic works would be welcomed by children. 

But I also knew that parents would need a reason for buy-in, and because characters should go beyond simple storytelling to provide a unique emotional payoff, I chose to lean into the joyful family moments they could create by sharing repeated adventures with The Elf on the Shelf each Christmas. With many caregivers searching for ways to make the holiday season magical, I positioned The Elf on the Shelf character to be their go-to source for Christmas connection.

2. Align your character’s problem with your audience’s problem.

Your main character should serve as a sort of “every man or woman” to your readers. They should be able to see themselves in your character’s thoughts and actions. Because my character’s main role relates to Christmas, I needed to think about my audience’s needs, wants, and problems connected to that holiday. 

So, I created a character whose main problem is getting children on the “nice list” (a child’s primary concern) and whose main role is making Christmas magical (a primary concern for many parents). By overlapping these problems, I ensured my character was relatable and delivered something of value to the full range of my target audience.

Click here to learn more about Chanda A. Bell and The Lumistella Company.

3. Build out the legend and lore.

Elves have been part of the cultural conversation for hundreds of years. But their origin has rarely been touched on, and their typical roles were mostly behind-the-scenes as toy makers, bakers, and fairy tale shoemakers. By giving The Elf on the Shelf an active role in a family’s Christmas cheer through their nightly reports to Santa, I created the opportunity for millions of individual stories to be played out with families across the world. 

Soon, the children wanted to know more. Where does Scout Elf magic come from? How do the reindeer fly? How does Santa travel around the world in one night? These questions gave me the opportunity to build out new characters that deliver those answers. This type of world building is not unlike the rollout of different-era stories from Star Wars. I began with a central character within one era, in my case the here and now. But I have proceeded to tell stories and deliver new characters, detailing the underpinnings of the magic and mystery that hold this world together. 

Wherever you begin with your character, be sure you understand what comes before your story, and what could come after. Those stories will likely hold value for your audience as well.

4. Make space for community.

If you’ve ever been to a writing conference, you’ve probably heard it said that once you put a story or character into the world, it is no longer yours; it belongs to the reader. Your story and character become something more because of your reader’s experience with it. This was true of The Elf on the Shelf as millions of families began to share their adventures with their elves online. 

Although I still drive the conversation by telling new stories, I have created spaces on social media and a website for these families to fold their own experiences into the context of The Elf on the Shelf Santaverse. Their shared experiences not only create community but build loyalty and expectation for what’s to come.

With these keys in hand, characters can become so much more than the protagonists of their own stories. Take some time and map out the biggest, most unexpected journey you could dream possible for your character. You never know when there might be an icon just beyond an initial idea. 

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