My husband and I were scammed by The Little Christmas Shop on Laugavegur. The owner, Anne Helen, prides herself on being the "year round Xmas shop" offering adults (for a hefty fee) the chance to write a letter out to the Icelandic Santa (offering the child praise or encouragement) that will be sent to the child with a small gift from a yule lad sometime in December. We spent $80 on 4 letters and they received nothing but a cheap FORM LETTER that says NOTHING you wrote with an ornament worth about a penny. This is exploitation of both children and Christmas. Stay away and do not patronize this store in any way. It's called stealing and its despicable. SHAME ON YOU.