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!

Because birthdays are about giving, $1 from the sale of every birthday book will benefit charity: water in their important work to help the more than 800 million children and adults on the planet who don’t have access to clean water. Learn more here.

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