I really wish I had been the one to think up this concept. The Elf on the Shelf is a great idea, explains how Santa can know if you have been good, the website is wonderful, graphics are covincing to a 3 year old, and has lots of neat activites. Our elf watches over our son and then flies back to report to Santa a good or bad day. The doll itself is a bit creepy, and does not feel super sturdy, but the child is supposed to never touch the doll anyway. So far, so good here. I do think it has the potential to point out that behavior has reaching consequences, either that or will make the child paranoid for life that someone is always watching. Either way, for now we are enjoying our elf.