[Printer Friendly Version]   [How to E-mail This Article to A Friend]

MUSIC AND ENTERTAINMENT 1: T.M.X Elmo Makes his Debut After Much Hoopla

Back in 1996, Mattel, Inc. unleashed "Tickle Me Elmo" and the toy industry hasn't been the same since. Now, to mark the toy's 10th anniversary, on Sept. 19, 2006, the company unveiled Elmo's latest incarnation, "Elmo T.M.X."

According to a Sep. 18, 2006 article on www.newsvine.com , "He's still red, fuzzy and really ticklish, but now Elmo's laughing fits have him slapping his knee, falling to the floor, rolling over and pounding his arm….in the new version, Elmo's squeaky laugh and body movements grow more pronounced with three successive tickles... already dozens of the new dolls are being offered for sale on eBay or as much as $93.99, more than twice the toy's $39.99 list price."

The buzz around the "Elmo T.M.X." has been circulating for months due to the fact that Mattel chose to keep what the new "Elmo" could do underwraps until its release date. It was unveiled to the buying public on ABC's "Good Morning America." In preparation for the reveal, the Toys 'R' Us store in Times Square opened an hour early in anticipation of the hordes of parents and kids they expected to purchase the doll.

According to a Sept. 20, 2006 article on http://www.businessweek.com , "The T.M.X. in the new model's name stands for both Tickle Me Ten and Tickle Me Xtreme, Mattel says. To build buzz for the toy's 10th anniversary, boxes of the T.M.X. Elmo were shipped the night before to retailers—most of which had agreed to buy it sight unseen." Past incarnations of the Sesame Street character have included Hokey-Pokey Elmo and Elmo has even done the limbo in a Hawaiian shirt.

"I believe it will be a big success," Gerald Storch, Toys 'R' Us chairman and CEO "It's exactly what the industry needs."

The www.businessweek.com article goes on to say, "Mattel is helping to fuel a potential Elmo craze by manufacturing fewer than it normally would." "We really want a lot more," said Robert Weinberg, senior vice-president of merchandising at retailer KB Toys.

--Written by Sari N. Kent

Write your own story telling us what you think about this article!

Read MUSIC AND ENTERTAINMENT 2: Harry Potter Fans dub PotterCast Best Entertainment in 2006 Podcast Awards