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Keebler is a popular US cookie brand with elf mascots.
Warner Bros.
When Papa Elf narrates the beginning of the movie, he lists the jobs that are available to elves.
He mentions making shoes for an old cobbler, a reference to the Brothers Grimm fairy tale The Elves and the Shoemaker, and working at the North Pole, like they do in Elf.
In addition to these classic depictions of elves in stories, Papa Elf also mentions baking cookies in trees, which is accompanied by an image of a tree that looks a lot like the one the Keebler elves, from the popular cookie brand, inhabit.