http://shopping.aol.com/pages/Top-Secret-Elmo-Revealed/20215
Top-Secret TMX Elmo Revealed
by: Parija B. Kavilanz NEW YORK (CNNMoney.com) --
The much-anticipated top-secret 10th-anniversary Elmo, code-named
"T.M.X. Elmo" is finally here -- and it's the hysterically laughing,
belly-clutching, floor-thumping Elmo.
Fisher-Price, a division of No. 1 toymaker Mattel, unveiled the new T.M.X. Elmo
to the world Tuesday.
"T.M.X." stands for two things - "Tickle Me Extreme" or "Tickle Me 10,"
representing the toy's 10-year milestone.
Click here to see the Gallery of Elmo through the years:
http://money.cnn.com/popups/2006/consumer/elmo/frameset.exclude.html
Elmo fans should grab the new toy while they can because industry analysts are
already anticipating a shortage of Elmo T.M.X. over the holiday shopping season.
Some quick-thinking consumers hoping to make a juicy profit already put up their
Elmo T.M.X. for sale on eBay at double the price.
Fisher-Price has been extremely tight-lipped about the special Elmo. Only a
handful of company executives and a few toy industry analysts had seen the toy.
This new Elmo reacts to a "tickling" as soon as you turn it on. Its arms flap,
it falls to the floor, rolls around and simply can't stop laughing.
T.M.X. Elmo has three tickle spots on his chin, tummy or foot. When you tickle
Elmo once on any of the tickle spots, he starts to laugh and slap his leg twice,
then falls down into a sitting position and rocks himself back up to standing
while laughing.
When they tickle him a second time, he repeats the pattern, then sits down again
and falls backwards, kicking his feet while laughing even harder. And on the
third tickle he rolls over onto his tummy, thumping his hand on the floor in
laughter and then stands back up again.
The new doll is priced at $39.99.
According to the Toy Industry Association (TIA), total annual toy sales last
year totaled $21.9 billion, down 0.2 percent from the previous year.
So can the furry red monster single-handedly turn things around for the industry
this year?
Some industry watchers speculate that it will take more than a brilliant
marketing ploy from Fisher-Price to maneuver that.
Indeed, toymakers like Mattel and Hasbro are fighting hard to expand their
market share at a time when many more kids are shunning traditional toys in
favor of consumer electronics like Apple's iPod and portable gaming platforms
like Sony's PSP.
Tough to get?
Jim Silver, editor of Toy Wishes magazine, said Elmo T.M.X. has the potential of
being one of the blockbuster toys of the year, especially in the pre-school
category.
However, the new Elmo could very well become "extremely" hard to find.
"Because the technology is so complicated, it's taking longer to make the new
Elmo. Fisher-Price is only making between 50 to 60 percent of the full-year
production of the new Elmo," Silver said, adding that Fisher-Price typically
produces a million and a half units of Elmo for the holidays.
"There's going to be a shortage for T.M.X.," he said.
If Fisher-Price scores a hit with Elmo, then a shortage could work in the
company's favor by boosting demand for product. On the contrary, Silver said no
toymaker wants to lose sales of an extra 500,000 units during the key November
and December period that accounts for as much as 50 percent of toymaker's
profits and sales.
Neil Friedman, president of Fisher-Price Brands, said he's confident the company
can meet this year's demand target as long as Elmo sells at the levels the
company has anticipated for it.
"If T.M.X. becomes a runaway hit then we may have to chase the demand with extra
production," he told CNNMoney.com.
Friedman said Fisher-Price worked 18 months to develop the technologically
advanced T.M.X.
"Our job is to be innovative," he said. "We'll use technology where we feel it
can enhance out toy product and not just for technology's sake."
There will be yet another new Elmo next year, "That's all we're saying about
that. Stay tuned," Friedman said
In the meantime, Wal-Mart, KB Toys and Toys "R" Us are keen to exploit the Elmo
buzz to boost sales at their stores. These retailers already offered their
customers preorders of T.M.X. without listing any of the product details.
Wal-Mart and other toy sellers also plan to hold special Elmo events Tuesday at
some locations to coincide with the launch
Click here to see the Gallery of Elmo through the years:
http://money.cnn.com/popups/2006/consumer/elmo/frameset.exclude.html
--
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Bob Hare, Jr. aka 'Animated GIF Man'
AGMLiteForU@aol.com [AMT creator]
[ABPEGM + ABPEMBM NG co-moderator]
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