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''T.M.X.'' ELMO Set for Global Debut on September 19th

Miscellaneous: Jay Cochran - 2006.09.20
What: The kick-off to the holiday shopping season officially
begins on September 19th, when Fisher-Price(R) Friends reveals
the most closely guarded secret in the history of plush toys.
On the tenth anniversary of Tickle Me Elmo, the all new
"T.M.X." ELMO will make its global debut.

With presales already running strong at major retailers -
sight unseen - the new "T.M.X." Elmo hits store shelves for
the first time ever at 9 a.m. Online Elmo bloggers are already
talking about setting up camp at stores to be among the first
to take home the newest sensation featuring Sesame Street's
lovable red monster.

In an unprecedented step for the toy industry, Fisher-Price
has kept the plush toy under wraps since its inception.
Previews have been limited to only those directly involved in
its creation including senior management, a select marketing
team as well as top level management in sales and retail. The
Fisher-Price sales force did not even see the toy, but sold it
in at retail to full demand.

The few toy industry insiders who did get to see it, are
saying: "You won't believe what this little guy does, and if
you don't laugh till you cry, you must have no funny bone at
all. 'T.M.X'. Elmo will engage anyone who sees it and engulf
them in gales of laughter. Get ready for another phenomenon!"
The Toy Guy(R) Chris Byrne

"This is something that the toy industry needs...excitement
and total innovation. Elmo coming back like this on his 10th
anniversary is going to be truly amazing!" Jim Silver,
publisher, Toy Wishes Magazine.

Interview Opportunities:

See "T.M.X." Elmo in action. Talk to executives from
Fisher-Price Friends and top toy retailers. Find out what
customers have to say about the hottest toy of the holiday

Where: Top retailers in Manhattan and New Jersey - please call us for

When: September 19, 2006


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