The Zelfs were a line of toys created by the Australian toy company Moose Toys/Moose Enterprise LLC, landed on store shelves in August of 2013 and officialy discontinued February of 2017. It released 6 main series of toys (and more but we'll get into that soon), some plushies, and a short cartoon/webseries.

They share similarities with those fugly troll dolls from the 90s, but with a modernized and 'cuter' look. To me they kinda look like a mix of those troll dolls and Monster High or something... And like honestly they are fucking trolls They do not look like elves at all. Fuck you
There is some speculation about them being rip-offs of the aforementioned troll dolls and of My Little Pony. Which is crazy

The Zelfs were an attempt by Moose Toys to appeal to girls, and different toy markets with the zelf sizes; the small size (lil' zelfs) catering to mistery bag buyers, the medium size catering to collectors, and the large size (super zelfs) catering to fashion doll buyers. The medium is the most common and just the standard though, and in my opinion the cutest ones

The different zelf sizes; large, medium, and small, in order.

All zelfs have 'zelf powers' such as creativity, bravery, exploring, dreaming, discovery, "awesomeness", things of the sort. They also have mottos and birthdays and lots of other silly information that's displayed on the back of the packaging. They have a concept similar to My Little Pony cutie marks; all zelfs have markings that represent their personality.

They all live in Zardenia. There's not all that much information on it (as per usual with this damn franchise) But it's like this big Z-shaped garden

Yea ghats pretty much it