Any language that begins with Elf- and features forests is clearly doing their marketing right. "Give me the five second pitch!" "Sympathy for cutesie elf people living in a forest in Sweden". Internet win.
The name in English seems a bit gimmicky. "Älv" in the context means "river" and not "elf". I guess someone choose to use this play on words in the translation to pique interest and garner sympathy.