Meet the Mastermind Mom Who Came Up With the Elf on the Shelf

PSM: Where did the idea for the Birthday Tradition come from?

CB: Elves are ageless, elves are timeless. We got so many letters from children asking if their elves that they love could come back for their birthdays. It came from our fan base. We would never put out anything to be kitschy or to make money. It really is about creating special family moments. It's about tradition, and people long for that. Our goal is to make that simple for them and help them create traditions and family memories.

The Elf on the Shelf: A Birthday Tradition ($20)