News and Updates ‘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.

Mommies Reviews: Shelf The Elf. GET Reindeer In Here. Less Stress. More Christmas

My family hasn’t ever gotten into Elf on The Shelf although there has been times I have thought about purchasing us our on Elf on The Shelf. Although something always stopped me from purchasing us a Elf on The Shelf. So now, I know why I wan’t a Reindeer In Here and I can’t wait to get Charlie one of his own Reindeer In Here as well.

Although it seems like we may have to wait until next year as Reindeer In Here are flying off the shelves which is fine because I will be ahead in shopping for next year which is always a good thing for my family as it allows us to save money as we can shop sales throughout the year.

Reindeer In Here is a brand new children’s book and plush that’s sure to make every family’s Christmas fun and stress free.  LIMITED EDITION for Christmas 2017 – Available for purchase on Black Friday (November 24) exclusively on Amazon for $24.99.


FIRST GIFT OF THE HOLIDAY SEASON: In early December, the Reindeer In Here book and plush “magically” arrive for your child, setting the stage for a new yearly Christmas tradition.  It’s their FIRST gift of the holiday season from Santa — and it came early!

THE STORY BEGINS: As the story unfolds, the child learns that many years ago Santa asked his reindeerfor some help locating each child’s home. But this time, not only did Santa want help in finding  their homes, he also wanted to learn much more about each individual child and didn’t know the best way to do it.  One special little reindeer who was born with one antler smaller than the other and big blue eyes quickly suggested a way.  The little reindeer said Santa should send some of his reindeer EARLY in the month of December to stay with the children so Santa could learn as much as possible about each child —where they live, what they like, what they don’t like, what they do each day, where they go, who their family is, and where Santa should leave presents on Christmas Eve.  Then every night while the child sleeps with the reindeer next to him or her, the reindeer writes notes to Santa detailing their daily adventures.

CHILDREN/REINDEER BOND: 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.

ON CHRISTMAS EVE: The child should put their reindeer under the tree so it can greet Santa.  After Santa finds the reindeer, it will go with him to guide his sleigh back to the North Pole until next year — when the child’s Christmas reindeer will return in early December to see his friend once more!

About the Creator

As a new children’s book author, Adam Reed’s first book BEE IN THE SEA, was awarded three first place Royal Dragonfly Awards, including Best New Author, a first place Purple Dragonfly Award, and a finalist award in the Next Generation Indie Book Awards.  About a month before his daughter turned one in January, Reed was browsing in a store leading up to Christmas, looking for something to start creating holiday traditions with his family and only came across one option — an elf.  As he looked at it and dug into the story he was taken aback by how creepy it looked, how intimidating the story was to children, and how stressful the “tradition” came to be for parents.

With that, he struck out to create a fresh NEW Christmas tradition not only for his family, but for children and families all over the world.  In doing so, he vowed to take all the negatives of the elf, and turn them into positives, creating a magical story, an adorable plush, and a holiday brand that would bring a new meaning to family traditions at Christmastime for years to come.

When not being a dad, Reed is President of Los Angeles-based Emmy® nominated production company, Thinkfactory Media, one of the most prolific scripted and unscripted production companies in the business.  He has created and produced over 500 hours of television — producing such notable series including Gene Simmons Family Jewels (A&E), Marriage Boot Camp: Reality Stars (WEtv), Mama June: From Not to Hot (WEtv), and Sun Records (CMT).

Website: &

Facebook: @ReindeerinHere

Twitter: @AdamReedTV

Available on

My name is Adam Reed, and I am a children’s book author and TV producer who decided that it was time to take on all the negatives associated with Elf On The Shelf, and finally offer children, parents and families a NEW alternative to that creepy little holiday tradition.  I did it by creating a new children’s book, reindeer plush and Christmas tradition called REINDEER IN HERE that takes all the negatives associated with Elf On The Shelf and turns them into positives.
Our tagline is Shelf The Elf. GET Reindeer In Here. Less Stress. More Christmas. (and that too has gone viral.)
Thank you,
Glenda, Charlie and David Cates

View the full article here.

Father Nerds Best: Why the Elf on the Shelf Is Banned from Our Household

It’s the holiday season and you know what that means, pictures of people’s trees, decorations, and traditions.  Usually, this is a normal occurrence where I see people with a whole hell of a lot more time and dedication on their hands who deck out their house with awesome light shows or beautiful live trees that probably smell as good as they look decorated.  Most of the traditions that people share are awesome to hear about.  Decorating the tree the night of Thanksgiving, chopping down your own tree and displaying it proudly in your living room, etc.  These are all age old traditions that are wonderful examples of traditions worthy of being the timeless events that they are.  But there is one that I have been seeing an awful lot of recently that I just don’t understand…The Elf on the Shelf.

So, let me see if I have this correct.  You buy an elf from a store and sit him somewhere in your house.  This elf is some sort of secret agent spy for the fat man at the North Pole and he reports on your child’s behavior.  That’s cute, I get it.  Plus, it’s psychological warfare against your kids so they behave well in December – always a plus.  What I don’t get though, is what this super spy does in the meantime while he’s spying on our kids.  I have seen people post pictures on Facebook where the elf has unraveled an entire toilet paper roll.  Another person had this little jerk spill M&Ms all over the dining room floor because apparently he got hungry in the middle of the night and clumsily dropped them all.  That’s a really horrible spy if he can’t get the information he needs without making a mess of the house.  “Oh son, look!  The elf destroyed your mother’s vase and spread the dog food all over the kitchen, isn’t that cute?”  “Sure dad, now who the hell is going to clean this mess up?”  Good question little one, good question.

I’m all for creating lasting traditions with our children but this just seems like an unnecessary addition to the holiday repertoire.  I’m sure some people have a lot of fun with it, and you know what, good for you.  I’m lazy.  I have a hard enough time making sure my house is clean, so why would I invite a little jerk into my home who is going to purposefully make it even worse.  I loathe the day when Jack is old enough to visit a friend’s house and he is indoctrinated into the cult of Elf on the Shelf.  He’ll come home one day and profess to all the world that our house needs this awesome elf because all of the cool parents have one.  My wife and I will look at each other resignedly and explain to him that in every child’s lifetime, there comes a time when you need to learn the truth about Christmas.  Some kids last longer than others, but unfortunately we are bursting the bubble early for you, Jack.  The elf you so desperately want is actually a communist spy for China.  It’s un-American to display them in our house and those “friends” who have them are actually enemies of the state.  Your mom and I think it’ll be best for you to stop visiting their house…at least until after Christmas.

Why does the elf have to be a jerk?  My family doesn’t need any help keeping our house messy, we’re doing just fine, thanks Elf.  Where is the elf on the shelf who cleans up or has an iRobot coming out of his butt to earn his keep.  When they invent that elf on a shelf, I’ll back the kickstarter and buy a few for friends.  In the meantime, spy on someone else’s kids, you aren’t welcome in my house.

View the full article here.

Daddyhood: In countdown to Christmas, REINDEER IN HERE gives Elf on the Shelf run for its money


REINDEER IN HERE set to a sell-out this Christmas!

Who says nice guys finish last?

In a contest that pits nice versus negative for a new pre-Christmas tradition, it appears nice is winning out!

We have a follow up to REINDEER IN HERE, the pre-Christmas holiday toy that we brought you last week.

Though REINDEER IN HERE won’t be available until Black Friday, the manufacturer is anticipating a sell-out!

So, 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.

To learn more about REINDEER IN HERE and its backstory, please visit

View the full article here.

Addison’s Wonderland: My Huge 2017 Holiday Gift Guide!


Reindeer In Here is a brand new children’s book and plush that’s sure to make every family’s Christmas fun and stress free. In early December, the REINDEER IN HERE book and plush “magically” arrive for your child, setting the stage for a new yearly Christmas tradition. 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.

View the full article here.

Play & Learn Everyday: REINDEER IN HERE

It’s almost time to get ready for Christmas, and we are already excited!  And now we have a new little friend to help us to prepare for the big day.  I would like to introduce you to the Reindeer in Here our new friend for the month of December.

I know what you might be thinking, that this is another stressful toy that needs to be moved around and doing different things each day, but actually Reindeer in Here is sort of the opposite.  He arrives at the beginning of December and you give him to your child, along with the book.

You then read the story together, all about how Santa wanted to send reindeer down to meet and get to know all of the children so that they could tell Santa all about them and help him to decide which presents to get them.

The children then get to name their own reindeer and spend time bonding with him.  They can take him everywhere they go, showing him what they get up to, so that he can report back to Santa.

I gave Ivy our Reindeer in Here a bit early, and she loves him already!  She decided to call him Mixa and loves to cuddle him, he’s so soft and fluffy.  She was really excited to show him around straight away.

First she showed him the table where she has her breakfast, and she offered to share with him (so we’re definitely off to a good start!)

Next we were doing some Christmas crafts, so that was another good opportunity to show her new pal Mixa the reindeer the sort of things that she likes to do (and how good she is getting at using her scissors properly).

She then took him over to our reading area and tucked him in with some blankets to read some books together and for a little nap.

I love that Reindeer in Here is not stressful at all, you spend the first day reading and talking about this lovely tradition, then the rest is up to the children.  Then on Christmas Eve you place your reindeer back under the Christmas tree for Santa to pick him up and report back.  It’s the perfect addition to our lovely family Christmas traditions, and so easy for the children to understand.

The Reindeer in Here set will be available to buy on Black Friday from Amazon for $24.99.

View the full article here.