Toy, the small marketing and ad firm who surprised the corporate world with the success of the “Elf Yourself” campaign for Office Max closed today after just four years in business, according to AdAge.

The story notes that at its peak, the campaign had 11 people “elfing” themselves per second. Toy is also known for designing the cool black packaging for the Amazon Kindle, the Extended Stay fart joke, and a number of other successful viral campaigns.

The firm has ten employees, a number of freelancers, and was founded by ex-Fallon talent Anne Bologna, Ari Merkin and David Dabill.

Toy enjoyed the adoration of an influential fan, Crispin Porter & Bogusky founding partner Alex Bogusky, who wore a Toy t-shirt and gave the agency big props in an AdAge column (pull quote after the jump):

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