After eight years in business, the company was ready to release a sequel to The Elf on the Shelf: A Christmas Tradition. This new book, The Elf on the Shelf: A Birthday Tradition, struck a chord with children who had written to Santa hoping to see their beloved Scout Elf more than once a year. After the book was created, CCA and B entered into its first corporate philanthropy partnership. One dollar for every birthday book sold was given by CCA and B to help charity: water bring clean drinking water to underprivileged communities across the globe. For the first time, The Elf on the Shelf: A Christmas Tradition hit the number one spot on USA Today’s Best-Selling Books list—another milestone signifying the company’s growing popularity. Space at the warehouse and office facility in Marietta, Georgia, had run out, and the warehouse would now have to be housed in a separate facility from the office space, leading to the birth of a new corporate headquarters on Riverwood Parkway in Atlanta. The variety of products being made by CCA and B continued to expand, as did its footprint in the trade show space, with CCA and B moving into its first permanent showroom space in Las Vegas. The company expanded its licensing program even further, working with a total of 25 dynamic partners in 2013. As with all things at the North Pole, production continued at a quick pace, and Chanda was already hard at work on the brand’s next book and brand extension: Elf Pets®: A Reindeer Tradition.