Can a Reindeer With a Diversity Agenda Topple the Christmas Elf From His Shelf?

A look inside the strange business of selling holiday traditions to Americans

Reindeer in Here comes with a book that details the character's adventures with its diverse friends—all for $29.99. Reindeer in Here

To hear Adam Reed tell it, the whole thing started when he realized that Elf on the Shelf was “going to scare the crap out of my daughter.”

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.