is elf on the shelf alive

Yes, the Elf on the Shelf is alive. He is a magical elf who lives in your home and watches over children to see if they've been naughty or nice. If the child is nice, the Elf on the Shelf will report it to Santa Claus, and the child will receive gifts on Christmas morning. If the child is naughty, the Elf on the Shelf will report it to Santa, and the child may not receive as many gifts, or may even receive coal instead.