REINDEER IN HERE sells out initial run in less than two hours

By Zachary Wright
Posted on Nov 30, 2017 - 2:31pm


When Adam Reed, father and author, announced REINDEER IN HERE, a direct challenger to the popular Elf on the Shelf franchise, he created the social media campaign #ShelfTheElf to generate buzz for the story’s Black Friday 2017 release.

It quickly went viral. And news publications like DADDYHOOD featured stories about this new rival product to the controversial Elf on the Shelf product that so many parents dislike.

Within hours of becoming available for sale on Amazon, REINDEER IN HERE sold out its initial large run, and has instantly become an Amazon #1 New Release and Amazon Best Seller.

Reed says he never anticipated this level of demand, both domestically and internationally. But the dad of two says it just took off!

The first production 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, Reed believes the sell-out and buzz means REINDEER IN HERE has officially solidified its place as the only bonafide direct competitor to Elf on the Shelf.

But with retailers inquiring about how they can get it in their stores for next year, and demand reaching a global scale with requests for product from the UK, Australia, and Canada, Reed intends to scale REINDEER IN HERE for 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.”

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 shelfed 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.”

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