What to do if shelf elf is touched?

They lose their magic when touched!

The only way to revive your elf's magic is to place him/her in the freezer overnight.

***Caution: Don't touch the elf with your hands to put your elf in the freezer!***

Place your elf in the freezer using tongs or gloves and leave your elf in the freezer overnight. Bring him/her out the following morning--using tongs or gloves again--and place the elf back in the spot where he/she was touched. If you're lucky, you will revive your elf's magic, and your elf will be hiding somewhere in your house the following morning.

***Be careful not to touch him/her again. If he/she is touched too many times, your elf may become an ordinary doll!***

To be honest, I believe that you sprinkle cinnamon around it. The elf considers cinnamon, medicine. :)