The must-have toy this Christmas is flying off Edmonton store shelves.

'Elf on a Shelf' is the latest 'it' toy and, after a movie and book, many shoppers can't find him.

The doll's back story? Santa needs help to keep an eye on children leading up to Christmas morning, so he sends out elves to keep track of who's being naughty and who's being nice.

CBC Edmonton's John Robertson visited the Volorny family to watch the newest Christmas tradition.