One of the country’s largest festive shops has been targeted by suspected thieves who allegedly made off with its version of an Elf on the Shelf.

Tim Bell, who runs Time Christmas, on the Medway City Estate, in Strood, said his staff would hide Santa’s helper around the shop for children to find while visiting the showroom.

Last week, CCTV footage showed a couple placing their baby in a sleigh, which made up part of the light display, and taking pictures of them holding the elf among the decorations.

Following their visit, a staff member noticed the elf had disappeared and realised it must have been taken after it could not be found around the store.

Tim, who has owned the shop for 10 years, said: “If they had moved it for a laugh, we would have laughed and if it was a mistake they would have brought it back by now.

“A lot of people come in here for magic and we are here to make magic for people. I think creating that for people is important and we do it for free.

“Christmas is about giving and we have given a lot back to Medway. It has grown every year and this is the biggest the showroom has ever been.

“We are trying so it is a bit disheartening when you get things like this.”

The Elf on the Shelf is a cherished Christmas tradition which sees a family adopts a “scout” elf, who has the important job of being Santa's eyes and ears during the busy holiday season.

The helper heads back to the North Pole each night to report on the children's behaviour before returning in the morning at a new location within the home.

Tim said their elf has become a big part of the showroom after it was brought as a gift for the shop nine years ago.

He added: “It is like our mascot and one of our prized possessions. It is more about the nostalgia of it.

“It is just a fun part of the showroom as children come in to try and find him when they visit the shop.”

It is understood the elf was taken last Wednesday (December 11) and Tim is asking for it to be safely returned.

He said: “Everyone has been asking if we have our elf back. It is more of a sentimental item to us now but that is not the point. We just want him back.”

Time Christmas is one of the country’s largest festive stores and sells a range of decorations, lights and trees.