Adam Reed knew he wanted something different for his daughter.
Before she turned two, he and his wife, Jennifer, began discussing what their family tradition would be around the holidays.
“I couldn’t find a Christmas tradition that would be pure magic for (my child) without adding additional stress to the parents during the holidays,” Reed told USA TODAY. No disrespect to Elf on the Shelf, but at Reed there was a need at home for something new. He began to sense that there might also be a need in the market.
Reed, a television producer by trade, has created and produced shows for 20 years, including “Gene Simmons Family Jewels,” “Hatfields and McCoys” and “Mama June,” all but animation, he said. Late in his career, writing children’s books became his hobby.
“I wanted to create a tradition that celebrated the uniqueness and magic of each child,” Reed shared, noting that “a tradition shouldn’t be a gimmick.” He knew early on that whatever he wanted, and began to focus on the children rather than the parents, responding to the fear some parents feel about other traditions they have to work so hard to maintain.
Reed announced to his wife that he would write a story, a story that could potentially give rise to their new tradition. He just didn’t know what to focus on.
“Aside from Santa Claus, what is the most magical aspect of Christmas?” Reed wondered. “I wanted something that a child could take with them anywhere and be their best friend at Christmas.”
Reed chose a reindeer.
The Reindeer in Here book and plush gift set is born
Reed found an illustrator, Xindi Yan, who assembled about 50 reindeer to present to a focus group. When Yan came back to him and showed him a reindeer with mismatched antlers, Reed knew they were on to something. However, the focus group deemed it a mistake and urged Reed not to pursue it further.
“Obviously that’s the one I picked because he was the only one,” Reed said. This “other” reindeer, whose antlers were shorter than the other, became the main hero of Reed’s story, which he later called “Reindeer Here.”
The idea evolved into a simple magical tradition book and reindeer plush gift set.
As the story goes, the reindeer appears as an early gift from Santa Claus, who sent his special reindeer to learn each child’s true Christmas wishes while celebrating what makes them unique.
Similar to Elf on the Shelf Scout Elves, children can give their reindeer a name that communicates the children’s wishes to Santa. On Christmas Eve, children put their reindeer under the tree so Santa Claus can take them back to the North Pole, where they will live until early December next year. But unlike elves, reindeer don’t hide or move. And kids can touch, cuddle their plush reindeer and are encouraged to take them with them wherever they go.
The powerful message of “Reindeer in Here”
Reed wrote the book in 2017. He and his wife invested most of their savings into self-publishing a few thousand copies on Amazon, which sold out in less than two hours on Black Friday of that year. “I wanted to prove the market,” Reed said, even though he knew he wouldn’t benefit much from it at first.
Since then, Reed has received hundreds of thousands of emails, letters and messages from parents thanking him for creating the magical tradition.
“I truly believe that the main reason it works is because the true message of the book and the animated series is ‘Different is normal,'” Reed shared.
CBS picks “Reindeer in Here” for a movie
Shortly after Reed published the book, CBS had its eye on Reindeer in Here becoming the new Rudolph. The broadcast company approached Reed in 2018 with an offer, which he only accepted two years later, after signing a contract with publisher Simon & Schuster to update the book and product.
“Reindeer in Here” had found its way into a few independent bookstores and Bed Bath and Beyond before expanding to QVC and a few other independent retailers just before its big break.
CBS purchased the animated special in 2020. The film took a year and a half to produce.
“Reindeer in Here,” the animated special, premiered on CBS last year and was a huge hit. The film became the second-biggest animated Christmas special, beating all but the classic “Rudolph.” Imagine that.
“Reindeer in Here’s A-List Cast, Premiering 2023.”
Reed recently learned that Reindeer in Here was nominated for two Emmy Awards, one for Outstanding Animated Special and one for Outstanding Editing.
The star-studded cast includes Henry Winkler, who was given the script and told Reed he would “do this no matter what.” Winkler emphasized the importance of the film’s message, saying that he struggled with dyslexia and “always felt different.” Other cast members include Candace Cameron Bure, Jim Gaffigan, Adam Devine and Donald Faison.
This year’s premiere is scheduled for December 2nd at 8pm ET on CBS. It will also stream on Paramount+ and three times on Nick Jr. throughout the holiday season.
“Reindeer in Here” and “Elf on the Shelf” can work together
Do you still love your elf? Families don’t have to choose between Reindeer in Here and Elf on the Shelf, Reed said.
He advises parents to take the stress out of having to move the elf by making a child’s reindeer the elf’s best friend. The reindeer is the magic that removes the barrier. “You can touch your elf now,” Reed shared.
“Reindeer in Here” is the “tradition for the new generation,” Reed said.
Where can you buy Reindeer in Here?
“Reindeer in Here” is available at Target, Barnes and Noble and online at Amazon, and debuts at the Paramount store this year. Paramount has personalized gear, wrapping paper and a “Different is Normal” t-shirt.
“We are trying to use the most magical time of the year to celebrate something that should be celebrated all year round, and that is the uniqueness of each child. Every child feels something different,” Reed said.