Shelf the Elf
November and December, 2017 are officially #ShelfTheElf months, and will kick off a loud campaign to empower parents to finally do what they’ve been wanting to do for years – SHELF THE ELF once and for all – and then of course post about it for all to see. Parents and kids alike, who want to finally give their elf the due it deserves, will be encouraged to go to as well as the #ShelfTheElf Facebook page, and post pictures of how they have finally put their elf to rest, once and for all.

Elf Backlash

“The thought of an Elf who holds the power to nix Christmas presents and having eyes on them at night is causing children to have nightmares

- California, Yummy Mummy Club Blog


“…every year the Elf pressure gets more intense”

- Scary Mommy Blog


“…{it’s] the constant guilt and inadequacy I feel when [my elf] and [its] hiding spots get compared to elves belonging to my children’s friends.”

- Baby Center Blog Mom Stories


“It’s just too much creepiness to handle.”

- Columbia, SC Moms Blog

“There’s no feeling quite like waking up in a panic at 6am, wondering if you’ve moved the elf…Did I? No? Great, now I’ve ruined the magic of Christmas”

- Nashville City Moms Blog

“If you need an elf to address your child’s behavior, you are not doing your job.”

- Nauvoo Times - Both mother & wife


“Do you really want your kids to behave a certain way because they’re afraid that a creepy elf is going to be watching them and reporting to Santa?”

- Jennifer McGrail Blog - Mother

“External control methods can hurt a child’s self-esteem, lower their motivation, and build barriers in the parent-child relationship.”

- Huffington Post

“[As a parent] I forget I have to spin even more lies than usual…”

- People I want to Punch in the Throat


The Solution!

The NEW Christmas Tradition …created by a DAD.

The Reindeer

Cute & Cuddly.
Children interact with it.
Children move it.
Take it anywhere.
No stress for Parents.
Engages with the children.
Children can touch it, hold it, & love it.
Purpose: To help Santa get to know each child even better.
Cuddle it & it creates more of a bond.

The Elf

Creepy & Ugly.
Children are scared of it.
Parents move it.
Take it nowhere.
More stress for Parents.
Stares at the children.
Children can’t touch it.
Purpose: To intimidate and watch the children.
Touch it & it loses its Christmas magic.

The Story

This holiday legend from long ago,
is a very special story that all should know.

A little reindeer with one antler small,
miraculously changed Christmas once and for all.

You see, this clever young buck had thought of a way
to help Santa out, before he left in his sleigh.

Now in early December, the reindeer arrive
to help bring the Christmas spirit alive.

A new family tradition for all to enjoy,
an early Christmas present for every girl and boy.

The Contest

Do you want to win a FREE Reindeer In Here? All you have to do is show us HOW you have decided to SHELF YOUR ELF, once and for all! Put him to “rest” in the most creative way possible, and the top 5 most innovative, fun, creative, and buzzworthy SHELVED ELVES will win a free LIMITED EDITION of the REINDEER IN HERE book and plush. So get started, take some pics, tag us on Facebook and we will be sure to share with the entire #ShelfTheElf and #ReindeerInHere communities. We will announce the winners by the end of the first week of December! So go quickly and do what you’ve been wanting to do for so long and… SHELF THE ELF!

How It Works

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!  As the parent surprises their child with this unexpected early Christmas present, they introduce them to the special “untold” story of the reindeer.

As the story unfolds, the child learns that many years ago Santa asked his reindeer for 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.

From that moment on, the bond begins with the child and their reindeer as they uncover what they should do with it every day leading up to Christmas. 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!

This holiday tradition will unfold for many years to come as the child looks forward to that magical time of year when their very own special reindeer comes back to see them again!

About The Creator

Adam Reed never had any intention of becoming a children’s book author. Before his daughter was born in 2015 and he became a dad, he had a dream. In it he heard a voice tell him two things: “write children’s books,” and the title of what would become his first book, BEE IN THE SEA.

The next morning he woke up, and while at the gym on the treadmill he wrote that book, BEE IN THE SEA, from a literal stream of consciousness.  Not having any idea where it emanated from Adam came home and told his wife he thought he had written his first children’s book.  To both of their complete surprise, he had.  Over the next year he found his illustrator, revised, edited and completed the final version of the book.

BEE IN THE SEA was then published and has since gone on to be 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.   It is currently available on Amazon.

After the success of BEE IN THE SEA, and about a month before his daughter turned one in January, Adam happened to be browsing in a store leading up to Christmas.  He was 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.  He hopes that with REINDEER IN HERE he has done just that.

Although never intending to be an author, Adam has always been a storyteller.  When not being a dad, he 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).  He was the youngest producer ever to be listed in the Hollywood Reporter’s exclusive Reality Power List.

Adam is also an accomplished commercial director, having been shortlisted at the Cannes International Advertising Festival, and having directed the largest campaign ever in the history of the Partnership for a Drug Free America.  That campaign was not only credited with curbing ecstasy use in America, but also garnered Adam national and international acclaim.  It went on to become one of the most successful commercial campaigns ever created.  Adam continues to direct commercials and collaborate with some of the leading advertising agencies in the world.

Adam lives in Playa Del Rey, California with his wife and young daughter, which is who both of his books are dedicated to. He recently welcomed a son, and promises that his next book will be dedicated to him.


News and Updates

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Who says reindeer are only meant for Christmas? Happy St. Patty's Day to all from the #ReindeerInHere family! BIG BIG BIG news coming in April....stay tuned + make sure you are on our email list to be the first to know!
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Another #ReindeerInHere sighting during the year! We LOVE that Santa allowed some reindeer to stay all year-round. Wonder what "Scotty" is whispering into Kaitlyn's ear. Looks like whatever it is made her very happy!
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Scotty attended a wedding with Kaitlyn today. Apparently they were sharing a few secrets at the reception.

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Just another AWESOME throwback Thursday collage of happy children with their Reindeer In Here. BIG BIG BIG BIGGGGG news coming in april...stay tuned 🙂
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