Today’s the day!

The Elf on the Shelf®: A Birthday Tradition is on sale across the country—and on Thursday, the authors of The Elf on the Shelf® will talk about the new book and the special tradition with Kathie Lee and Hoda on NBC’s Today Show. If you missed it, WATCH IT NOW!

We couldn’t be more proud of the new book, and we hope you and your children love it as much as we do!