This season, the creators of the bestselling holiday tradition, The Elf on the Shelf, will release the first sequel to the original title since the launch of the brand in 2005. Santa grants special permission to the scout elves to visit their families to celebrate children’s birthdays. He also allows the elves to introduce a timeless North Pole birthday tradition to the festivities—a tradition celebrated by North Pole elves for thousands of years. The Elf on the Shelf: A Birthday Tradition, by Carol V. Aebersold and Chanda A. Bell with illustrations by Coë Steinwart hits the streets on October 22, 2013
“Our consumer research confirmed what we already knew,” says Christa Pitts, co-CEO of CCA and B. “After Christmas, a child’s birthday is the number one most requested time for an elf to visit. We’re so happy that Santa agreed to let us share this special tradition with the families who have embraced The Elf on the Shelf.”
Included in The Elf on the Shelf: A Birthday Tradition is a special Claus Couture Collection birthday outfit for the elf to wear to the celebration. Also included is special stationery for families to invite their elf to the party. Written in the same signature rhyming style as the original title, the book also features whimsical watercolor illustrations by Coë Steinwart.
This year, $1 from every copy of The Elf on the Shelf: A Birthday Tradition sold will be donated to the non-profit organization charity: water.
“Clean water is fundamental to family wellness,” says Pitts, “and women and children bear the greatest cost of this global crisis. We’re proud to be able to be part of this initiative.”
Visit www.elfontheshelf.com for more!