Very bright, cheerful and colorful. This would be great for kids and adults of all ages to watch together. The store has elves of all shapes and sizes you can buy for yourself or gifts. It is set up as if the website was an elf adoption agency, which is a cute, unique idea. They call the checkout cart Santa's Bag. When you go to My Elf you can customize it I guess that part of the site was down when I visited. Otherwise easy to navigate and worth the time for the experience.