News and Updates

Honest Reviews: REINDEER IN HERE Eclipses Demand For Elf On The Shelf

REINDEER IN HERE won’t be available until Black Friday, and already the manufacturer is preparing for a sell-out.

It appears that in this first head-to-head matchup that pits the Reindeer against the Elf, it’s round one for the Reindeer.

REINDEER IN HERE was designed to be a friendlier and positive alternative to the Elf on the Shelf tradition, which many parents find to be negative in its approach to get children to behave before Santa’s arrival, but with no real viable and appealing alternative until this year.

“I set out to do a test market launch for REINDEER IN HERE this holiday season to prove viability of the product,” says Adam Reed, a new dad and REINDEER IN HERE’s creator. “I had no idea that in only eight days, the campaign would go viral, be embraced by celebrities and non-celebrities alike, have thousands of people following the Facebook page, and many more thousands clamoring to buy it.”

Reed produced a large but limited number of REINDEER IN HERE, to sell exclusively on Amazon for this Christmas. He intentionally marketed the product at the grassroots level to challenge the Elf, with an edgy #ShelfTheElf campaign, just to see the response. But before he knew it, the campaign was picked up by Newsweek,, PopSugar, Today’s Parent,, and more, and went viral.

Reed says consumers have reached out from the UK, Australia, and Canada. But because demand in the U.S. is so high, the Reindeer in Here supplier may not be able to get product directly to the other countries before Christmas.  However, he is working with Amazon to allow international buyers to purchase them on the U.S. site, and then have them shipped internationally.

“I have been overwhelmed with requests to purchase the product from every state in the country, as well as global interest from Canada, Australia, and the UK,” says Reed. “I wish I had thousands and thousands more pieces of product!”

REINDEER IN HERE works like this: After it arrives in early December, the Reindeer is designed to be the first gift of the holiday season for the kiddos.

Instead of staying put, like the Elf, the Reindeer is mobile: goes on adventures, engages in hobbies and spends quality time with the children. The toy just doesn’t sit on a shelf and spy.

“REINDEER IN HERE encourages interaction and positive reinforcement for good behavior, in addition to removing the stress of moving and hiding an elf every day. Rather than fear Santa’s holiday helper, children have a new friend to take where ever they go,” says Reed.

The demand has been so great, says Reed, he feels like the Cabbage Patch and Elmo makers must’ve felt during those crazes from years past, when thee toys become one of the hottest, and most sought-after items of the holiday season.

“I think consumer interest is so high because they are responding to a need that no one had filled until REINDEER IN HERE came along,” says Reed. “Elf on the Shelf is such a stress inducing and negative approach to Christmas that parents were longing for a positive alternative — REINDEER IN HERE is that alternative.”

Reed is currently working on a plan so that if the entire stock of REINDEER IN HERE does sell out, he can offer consumers the ability to be the first to pre-buy for next Christmas and ensure they get as many as they want.

View the full article here.

ALL THE MOMS: Heard of ‘Reindeer in Here’? It’s like ‘Elf on the Shelf’ but less work

Though he be plushy and cute, he be fierce, too.

This guy says: Step aside, Elf on the Shelf.

That’s right. “Reindeer in Here” wants parents to #shelftheelf.

Yup, this new toy basically wants to replace the elf. And considering how much parents seem to hate the elf, he might actually have a shot.

The Reindeer’s basically the same thing as the elf, except a lot less work for parents. Why?

Well for starters, kids get to touch and keep the reindeer with them for the whole month. They can even sleep with it.

No more jumping out of bed because you realized you forgot to re-locate the elf.

The Reindeer in Here website says this is a new tradition where Santa sends his own reindeers to befriend kids to learn as much about them as possible so Santa can get them the perfect Christmas gifts (if they’re good, of course.)

Kids are encouraged to take the reindeer anywhere they please! And on Christmas Eve, the plush goes underneath the tree to greet Santa and help guide him back to the North Pole.

Sounds cute and all, but my first thought is what if the kid loses the reindeer? That’s BOUND to happen. That’s going to be a lot of money spent on new reindeers. (On second thought, not such a bad business strategy.)

And totally copying the idea behind Elf on the Shelf? I don’t know. Sounds a bit shady to me. Or is it just improving old ideas? Who knows.

We’ll just have to wait and see if it catches on.

View the full article here.

99.1 KGGI: Goodbye, Elf on the Shelf. Hello, Reindeer in Here??

Elf On The Shelf Has Competition With “Reindeer In Here”

The holidays are almost here and that means Elf on the Shelf will soon be making his return to homes across the country. While some families look forward to the tradition of the scout elf hiding in different spots every night, others don’t care so much for his brand of Christmas cheer. That’s why one dad decided to create a rival for that elf and the Reindeer in Here was born.

Children’s author and father Adam Reed came up with the Reindeer in Here as a kind of anti-Elf on the Shelf. Instead of spying on the kids 24/7 for Santa and being off-limits for little hands to touch, the reindeer is “cute and cuddly” and comes to stay with families to learn about them and they can play with him, which kids are going to love.

“After naming their own reindeer, the child is encouraged to show it around, taking it to a different place each day, both inside and out of the house so that when Santa comes on Christmas Eve, he knows as much as possible about the child, how good they’ve been and exactly where to deliver the presents,” the official Reindeer in Here website explains.

They even have a chart pointing out the differences between that old Elf on the Shelf and the adorable Reindeer. Among the positives for the reindeer, “children interact with it, children move it, take it anywhere,” and “no stress for parents.” And that right there is a selling point for sure! If you’re an Elf on the Shelf family, have fun with that tradition. But it’s nice to have options, especially if they make it easier on mom and dad.

Would you try this new tradition?

View the full article here. Want to shelf the elf? Reindeer in Here ready to be your new holiday tradition

In what should be a joyous holiday season, few things bring more dread to parents than the Elf on the Shelf. Keeping up the popular holiday tradition is often additional work and stress for maxed-out families. But a Bakersfield native has an adorable alternative ready just in time for Christmas: Reindeer in Here.

Adam Reed, a television producer turned children’s author, came up with the idea two years ago when looking to start a tradition with his daughter, Peyton, who was set to celebrate her first birthday.

Looking into the elf, which parents must move each night to mimic its mischievous nocturnal activities, Reed said he wasn’t a fan.

“I saw how negative and creepy it was. There was no way in the world I was going to start that tradition with her.”

Luckily, he had some ideas. Along with producing TV shows such as “Gene Simmons Family Jewels” and “Marriage Boot Camp: Reality Stars,” Reed was also a children’s author, having penned “Bee in the Sea” in 2015, which won Purple Dragonfly and Royal Dragonfly Book awards and was nominated for a Next Generation Indie Book Award.

He started brainstorming for a “brandable” character that represented the holiday season and was more approachable than an elf. Thus was born Reindeer in Here.

The story’s concept is akin to the popular elf tradition — Santa sends an emissary to check in on the child — but that’s where the similarities end. Instead of a troublemaking elf that must be moved by Mom or Dad each night, a plush reindeer sticks by the child’s side, learning about its young companion and sharing those details with Santa via nightly letters.

“In creating the story, I wanted to have something that the child could bond with. It spends the entire month of December with them.”

Even the animal’s design was intentional, with one antler smaller than the other.

“I wanted him to stand out. Rudolph stood out because he had a red nose.”

In testing the product, Reed sent out many book-and-plush sets to bloggers and reviewers, receiving positive feedback about how the reindeer’s difference supports a message of inclusiveness.

“It’s unique and special to show them they can be. … A physical difference, a personality difference, it’s very special to be different.”

The 41-year-old said building a career in television while also hanging onto his hometown roots — mom Patti and other family still live in Bakersfield — helped prepare him for this creative opportunity.

“It’s very strange for me in a way. I’ll always be a small-town boy.”

Based on the overwhelming response on the website ( and Facebook page, Reed decided to launch Reindeer in Here for the 2017 holiday season. With a newborn son and a full work schedule, Reed finalized the book and illustrations about six months ago and self-published it.

In order to avoid having to ship the units himself, he secured a deal with Amazon to distribute. Reindeer in Here will be available to the public the morning of Black Friday on the website. Folks who sign up for the mailing list on the Reindeer website will be notified by Thursday afternoon what time the product will go live on

After this limited run, Reed said his goal is to go mass market, getting the product into stores by next Christmas.

Along with more projects for his production company Thinkfactory Media — including the A&E Network special “Dog and Beth: Fight of Their Lives,” about famous bounty hunter Duane “Dog” Chapman and his wife Beth’s battle with throat cancer, airing Monday — Reed is cooking up more children’s book ideas and managing the Reindeer social media (with help from an assistant).

“I feel like I have two full-time jobs. I’m doing it all. Luckily our newborn is sleeping through the night.”

“I’ve already got the sequel ready for this. Four other brandable characters. I’m building this brand as big as possible. Everything else will fall in line after that.”

View the full article here.

PR News Channel: REINDEER IN HERE “Shelfs the Elf,” Selling out Initial Run in Under Two Hours

When Adam Reed, father and author, announced REINDEER IN HERE, a direct challenger to the popular Elf on the Shelf franchise, he knew it wouldn’t be easy. The social media campaign he created, #ShelfTheElf generated buzz for the story’s Black Friday 2017 release and quickly went viral. Within hours of becoming available on Amazon, REINDEER IN HERE sold out its initial large run and has instantly become an Amazon #1 New Release and Amazon Best Seller.

With only two weeks of promotion leading up to the Black Friday launch, through social media, blogs, and news reports, Reed never anticipated this level of demand, both domestically and internationally. This run of REINDEER IN HERE was intended to only be a large test run, gauging whether it was even possible to dethrone The Elf on the Shelf. Although exact numbers aren’t being released, it’s estimated that thousands of units sold, and REINDEER IN HERE has officially solidified its place as the only bonafide direct competitor to Elf on the Shelf.

Demand is now reaching a global scale with requests for product from the UK, Australia, Canada, and beyond.  Reed intends to scale REINDEER IN HERE for the mass market next holiday season.  His goal is to give every family a chance to experience what he hopes will be a new Christmas tradition for many years to come.

“I am humbled and grateful, that the product I initially intended to create for my own family has been adopted by so many thousands of other families across the country and world,” says Reed. “My goal was simple, create a yearly holiday tradition that would give children a Christmas friend throughout December that they can touch, hold and love; lessen stress on parents; and celebrate the spirit, magic, and tradition of Christmas in a way that an elf who stares at children and watches their every move cannot.”

Since its 2005 release, Elf on the Shelf has proven to be both a Christmas tradition and commercial success, leading holiday sales charts each year. As time wore on and its popularity grew, the story began to receive criticism from both parents and experts on child psychology.

The Elf billed as “Santa’s reporter” in the story, has become a dark mark on what should be a happy time of the year. Parents exhaust themselves finding new places to display the accompanying toy elf each day. Meanwhile, many children live in fear of this behavior as the elf sits quietly above them, watching their every move.

Psychologists have come out against using The Elf on the Shelf as a parenting tool, citing issues with fear-based good behavior and its ability to lead to other issues later in life.

After the birth of his daughter, Reed found himself looking for a Christmas tradition to start with his own family and quickly discovered that he too became one of the parents questioning the elf’s effectiveness. REINDEER IN HERE is his attempt at providing a friendlier, more positive tool for parents and children to get into the holiday spirit.  As the children bond with their Christmas friend the entire family creates a lasting Christmas tradition as everyone looks forward to REINDEER IN HERE coming back year after year.

“Not only have we shelved the elf,” says Reed. “But in doing so we’ve created LESS STRESS for parents and MORE CHRISTMAS for families across the globe.  I couldn’t be more proud of our little REINDEER IN HERE and all it has accomplished in such a short time.”

View the full article here. ‘Reindeer In Here’ Is a New, Less-Creepy ‘Elf On The Shelf’

Since it’s 2005 debut, Elf on the Shelf has been a mainstay in many parents homes. But the holiday character might want to shift his judgmental stare from children to the serious competition coming his way: A new toy called Reindeer in Here offers a similar appeal to the elf, but it alleviates everything creepy about that holiday toy-tinkerer.

Created by Adam Reed, a television producer and father of two, the Reindeer’s concept is simple: Take everything you hate about Elf on the Shelf — children can’t touch him, he’s an evil creeper who spies on kids, and parents have to come up with zany adventures for him every night (when they’re exhausted from chasing around their little ones all day, no less) — and do the absolute opposite. It’s brilliant.

The Reindeer’s backstory starts with Santa trying to solve a big problem: How can he get to know every child in the world better? That’s when the ‘Reindeer In Here’ chimes in with his idea: “You have a lot of reindeer,” he tells Santa. “Why don’t you send us early in December and let us live with the children?” The thought is by spending time with the kids ⏤ doing activities, seeing their homes, meeting their family and friends, and snuggling with them in bed at night ⏤ the reindeer could report back to the big man about the millions of kids waiting for him to slip down their chimney on Christmas day. So, yes, technically still spying, but in a clearly less creepy/more subtle way. “That’s amazing,” replies Santa. “Why didn’t I think of that?”

And that’s how this new tradition, free of the tyranny of the elf, begins. Each year, the reindeer are supposed to “arrive” in early December as children’s first early Christmas present from Santa. Parents read the book with them, and then the kids spend the entire month with their reindeer. Hopefully, it will become their new best friend. They never need to know Reindeer is only being their friend because he’s on a top-secret mission. Who knows, maybe they’ll develop a true friendship that outlasts the holidays?

Reed came up with the idea in 2015 while looking for a holiday tradition he could enjoy with his daughter. “I had never actually seen the Elf on the Shelf,” says Reed. “I opened the box, and I was shocked that this creepy little elf is the thing that was kind of everybody’s Christmas tradition. It’s not inviting, it’s tiny, I didn’t understand it so I didn’t buy the product.” And he isn’t alone. As popular as Elf on the Shelf has gotten, there’s genuine backlash against the little red imp. As far back as 2012, The Atlantic described the phenomenon as a marketing juggernaut dressed up as a ‘tradition.’” And you know there’s something amiss when Good Housekeeping publishes a story titled, “I Really Hate ‘Elf on the Shelf.’”

But ‘Reindeer In Here’ is the antithesis of Elf’s “no touching, all tattling” ways. Kids can touch it, play with it, sleep with it, and best of all, parents don’t have to brag on Facebook or Instagram about the clever way they staged it each night.

“My tagline was less stress, more Christmas,” says Reed, who pulls no punches about his ire for elves on the Reindeer website. “That was really what I intended.” And unlike the generic and sketchy-looking elf, the reindeer has an inviting aesthetic honed by more than two years of Reed’s writing and re-writing of the story alongside illustrator Izzy Bean.

“I spent months researching the most successful characters both in animation in plush [toys] — whether they be Disney characters or something else — and focusing on their characteristics,” says Reed. “If you notice, my reindeer has one antler smaller than the other, and that was a very conscious decision. Because what I wanted was it to be unique and special.”

And Reed certainly knows a thing about creating compelling stories. His day job as a television producer has led to the creation of such shows as Gene Simmons Family Jewels and most recently the Lifetime movie Oscar Pistorius: The Blade Runner Killer.

“Basically I have two full-time jobs now,” says Reed. From 9 a.m. to 7 p.m. he works his day job, and after giving the kids baths and dinner, he heads back to work from about 9 p.m. to about 3 or 4 a.m. to get ‘Reindeer In Here’ ready.

But he’s not complaining. Quite the contrary, he sees ”Reindeer In Here” as a rare once in a lifetime opportunity. “What I really want to do is to create a new Christmas tradition for families along the lines of a Rudolph or a Frosty,” says Reed. “I would love this to become an animated special at some point.”

Who knows, maybe if he (and his idea) is good, Santa will leave a cartoon network deal under his tree. And things are looking pretty great: Reindeer in here just launched on Black Friday and sold out by the end of the day.

View the full article here. Reindeer in Here sells out in less than two hours; becomes Amazon #1 Best Seller

Tired of relocating that Elf on a Shelf? Children’s author and father Adam Reed offers an alternative with Reindeer in Here, a book/toy combo that allows children to have a more involved role in the fun leading up to Christmas.

Last week, we introduced you to Adam Reed, the Bakersfield native who created Reindeer in Here, an alternative to the popular Elf on the Shelf holiday tradition.

Reindeer in Here includes a book and plush reindeer. The idea is to have the reindeer stick by the child’s side, learning about its young companion and sharing those details with Santa via nightly letters.

It seems many people fell in love with the idea, because Reed sold out of the little reindeer in less than two hours after it launched on Amazon on Black Friday.

“Not only have we sold out of our large initial limited edition run, but we are proud to announce #ReindeerInHere, in only one day, has become an Amazon #1 Best Seller, and Amazon’s #1 New Release in Preschool Stuffed Animals and Toys, said Reindeer in Here on its Facebook page. “This is because of you and we can’t thank you enough.”

The company said it is trying to get more in stock but isn’t sure if it will be able to before the holiday season ends. If you would like to stay updated, sign up on the company’s email list at to be the first to know if and when they get more in.

However, a slim chance remains that you could still receive a little reindeer this holiday season. Reed said he planned on keeping a few extra for himself, but the demand was too high, so he asked people on Facebook Monday about a giveaway.

If he receives enough responses, he will hold a Facebook Live event for a chance to win one of the few left. If you’re interested, head to Reindeer in Here’s Facebook page for details on the event. If Reed decides to hold the live event, you must be present on Facebook to win.

The future for those little reindeer seem promising.

“We are just getting started,” the company said on Facebook. “Thank you for making us an instant success story. This is just the beginning.”

View the full article here.

Mother Nature Network: Move over Elf on the Shelf, now there’s ‘Reindeer in Here’

When my girls were little, we picked up an Elf on the Shelf thinking it would be a fun new tradition for the holidays. And it was, for a time. While I never really got into the extreme elfing antics that you’ll find on Pinterest, I enjoyed surprising my girls by posing their elf, Carol, in silly places and poses each morning. But then it happened: the moment that made me wish I’d never brought that elf into our home.

Carol had spent the day playfully digging into a small mound of M&M candies in my oldest daughter’s room. That night, hours after both girls had gone to bed, I snuck into my daughter’s room, put the candy in my pocket and picked Carol up to take her to her next hiding spot. About 30 minutes later, I went upstairs to investigate a strange mewing noise coming from my daughter’s room. There, I found my oldest, weeping quietly into her pillow. When she saw me, she said, “I thought it was all real.”

I cannot even begin to express how devastating it is to know that I’m the person who ruined the magic of childhood for my daughter. Because, of course, she put two and two together pretty quickly. If Carol isn’t real, then Santa isn’t real either. Easter Bunny? Tooth Fairy? They all fell quickly after that.

Sure, I know there are worse ways to learn the truth about Santa, but it’s hard as a mom to know that you destroyed one of your kid’s fantasies. I should say that I have nothing against Carol. Her elfing brought us lots of giggles and happy moments. But I hated the fact that the pressure was all on me and my husband to create the memories. Because in the end, I cracked under all of that pressure.

The reindeer has arrived

So I was pleased to see that there’s a new Christmas tradition taking hold, and it’s one that solves the worst dilemmas created by the Elf and the Shelf. It’s called “Reindeer in Here,” and it was created by dad Adam Reed who took one look at that elf in the bookstore and decided that there had to be a better way to start a holiday tradition with his daughter, Peyton.

“She was the real impetus for this creation, because I couldn’t find any good Christmas tradition to start with her, and I certainly wasn’t going to introduce that creepy little elf into her life,” Reed told me via email.

Unlike “that creepy little elf,” the Reindeer in Here is a toy that visits children during the holidays not to report bad behavior to Santa, but to make sure that Santa has everything he needs to pick out the perfect gifts for the child. Children get to name their reindeer and all season long they are encouraged to hold it and interact with it, bringing it with them wherever they go. Most importantly, there’s no stress on parents to come up with new and creative ways to post the reindeer each day. Heck, kids can take their soft, cuddly reindeer with them as they go about their day.

“They love to eat breakfast together, color together, watch her practice at dance class, and even go to the beach together,” Reed said of Peyton and her reindeer, Fuzzy. “It’s been awesome to see them bond.”

Another interesting feature of the Reindeer in Here is that one of the reindeer’s antlers is smaller than the other. “I did that to make sure he was unique and different, and I can’t tell you how many parents have written to me to tell me about their own children who are unique and special in their own ways and how they plan to use the reindeer to show them that being different and unique is okay,” noted Reed. “The responses have really touched my heart.”

So for parents who are looking to #ShelftheElf this year — or anyone who wants to take a new holiday tradition for a spin — you’ll be glad to know that there is a new (softer, cuddlier, less-stressful) alternative.

View the full article here.

The Blast: Honey Boo Boo Declares War on ‘Elf on the Shelf’

Honey Boo Boo has cast her vote in the holiday’s season most polarizing debate, “Elf on the Shelf” vs “Reindeer in Here.”

12-year-old Alana says the elf is creepy, and she’s team reindeer all the way.

Her sister Pumpkin, who recently announced is pregnant, is also denouncing the elf and declaring her undying allegiance to the reindeer, which is such an unbelievable fantastic toy that it’s already sold out on Amazon after going on sale today for the first time.

But don’t worry if you weren’t able to get your hands on one, more reindeer are on the way and you can bet they’ll be leaving a trail of dismembered elves on their way from the North Pole.

Happy Holidays!

View the full article here.

106.9 KROC: ‘Elf On the Shelf’ Has Some New Competition For Christmas

The holidays are just around the corner and that means the return of the Elf on the Shelf will soon be making his return to homes across the country.

While my family never partook in his brand of shenanigans when I was growing up, I continually see ol’ Elfie pop up on my friends social media pages every year as they use him around their kids.

If you’re like me, and just think it’s too much work to come up with different situations and spots for him to pop up every day/night, then look no further than Elf on the Shelf’s newest rival: Reindeer in Here!

Children’s author and father Adam Reed came up with the Reindeer in Here as a kind of anti-Elf on the Shelf. Instead of “spying” on the kids 24/7 for Santa and being off-limits for little hands to touch, the reindeer is “cute and cuddly” and comes to stay with families to learn about them and they can play with him, which kids will obviously love and most likely prefer.

According to the website, “After naming their own reindeer, the child is encouraged to show it around, taking it to a different place each day, both inside and out of the house so that when Santa comes on Christmas Eve, he knows as much as possible about the child, how good they’ve been and exactly where to deliver the presents.”

They even have a chart pointing out the differences between that old Elf on the Shelf and the adorable Reindeer:

So what do you think: Are you willing to shelf the Elf for the newer and cuddlier model, or are you nostalgic-type and willing to stick with tradition?

View the full article here.