The parents can move the elf on the shelf, but it's best not to do so too often or too roughly. The elf on the shelf is a delicate magical creature, and it's important to treat it with care. Moving it too much or in a way that could cause damage could weaken the elf's magic, making it less likely to grant the child's wishes. It's also important to remember that the elf on the shelf is a magical creature, so it may react unpredictably if it's moved in ways that it doesn't like.