After the Grinch, a new Christmas tradition imported from English-speaking countries is exploding in popularity: the “Elves Behaving Badly,” little mischievous elves who, night after night, have fun creating funny scenes and pranks in every corner of the house. This tradition originates from the book The Elf on the Shelf, which tells the story of an elf sent by Santa Claus to observe children and report back to the North Pole each night. Every morning, the elf moves to a new spot in the house, often causing small pranks: spilling cereal, rearranging decorations, leaving mysterious notes. Until Christmas Eve, the elf “lives” in the home and becomes the protagonist of a creative game that involves parents in inventing amusing scenarios. The book became a bestseller and turned the elf into a global phenomenon. It’s a tradition winning over Italian families, even involving entire school classes. Children are encouraged to take photos, create content, and tell stories: a simple ritual that turns December into a daily tale filled with anticipation, wonder, and togetherness. Sabor’s proposal dedicated to the “Elves Behaving Badly” perfectly captures this playful, contemporary spirit, designed for the whole family. Thanks to the agreement with the toy manufacturer, it’s possible to pair the sale with a small elf and turn the product into a true gift opportunity, creating unique storytelling. An idea that paves the way for an innovative marketing dynamic capable of generating engagement and fun.