Brace yourself for this year's hottest secret toy

News Release

July 25 2006

Are you ready…?

It’s time to brace yourself for this year’s hottest ‘TOP SECRET’ toy

~ T.M.X. Unveiled 20 September 2006 ~

If you thought Tickle Me Elmo was huge, then prepare yourself! On 20 September 2006, around the globe, Elmo returns and he is more hysterical, gorgeous and collectable than ever before!

To celebrate the tenth anniversary of the infamous Tickle Me Elmo plush, the hugely popular toy that ran off store shelves in 1996, Fisher-Price is releasing T.M.X – the ‘extreme’ Elmo, capable of things no toy has ever done before!

The new T.M.X. has been shrouded in global secrecy, so much so, that only a handful of Fisher-Price people and toy experts have seen it! The unparalleled innovation and leading edge technology of the new T.M.X. is a world first and is destined to make the top of the hottest toy list.

The actual identity of T.M.X. is completely unknown and the unveiling will be part of large-scale events, held simultaneously around the world on 20 September 2006.

The lucky few that have seen and experienced T.M.X. so far are astounded by the ‘extreme’ capabilities. In a promotional video about the toy, leading US toy expert Chris Byrne responds, trying to hold back laughs:

“How did they do that? This is a quantum leap forward. Another breakthrough in the preschool plush category!” says Byrne.

While Jim Silver, Editor in Chief and co-publisher of Toy Wishes, a US publication - a family guide to entertainment, was also impressed with the new toy.

“T.M.X is truly amazing…absolutely amazing. This is what the toy industry needs: total excitement and innovation!” said Silver.

Just in time for Christmas, the new and astounding T.M.X. is predicted to be one of the hottest toys around and will certainly be on every child’s wish list! In fact T.M.X will be on every Elmo and toy-lover’s wish list! The latest version of everyone’s favourite red furry friend, will tickle everyone’s fancy, regardless of age.

Be prepared for the excitement, get set for the demand and be prepared for the extreme! T.M.X. will be available from all major toy retailers from 20 September 2006, is bound to run off shelves and be this year’s most wanted toy. Don’t miss out!

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Backgrounder
July 25 2006

The evolution of Elmo – everyone’s favourite red, furry & giggling friend!

~ T.M.X. Unveiled 20 September 2006 ~

Brace yourself for one of the hottest toys of the year when T.M.X., the world’s best-kept secret, is unveiled simultaneously around the globe on 20 September 2006.

The synchronized launch of T.M.X. around the world will mark the 10th Anniversary of the first Tickle Me Elmo, the first interactive plush Elmo toy. The lucky handful of leading toy experts who have seen T.M.X. predict that it will be a huge hit with kids and adults alike and will run off store shelves.

First introduced to the world in 1996, Tickle Me Elmo plush created absolute frenzy amongst consumers everywhere. It became the must-have toy for every child and adult that year. The limited supply of Tickle Me Elmo’s on store shelves left many parents and children on a desperate hunt, searching to try and find the popular plush and fulfil every Christmas wish.

After the huge worldwide phenomena of the first Tickle Me Elmo, manufacturers set out to create a another gorgeous furry friend to celebrate the fifth year Anniversary of everyone’s favourite toy. Similarly to the original, the 2001 Tickle Me Elmo plush shook and laughed hysterically when squeezed, varying slightly in appearance and managed to achieve the same level of success as its predecessor.

Now, ten years after the first Tickle Me Elmo was released, the world is about to experience the new, innovative T.M.X. that will take this paramount toy to the extreme. Be excited and be prepared, because on 20 September 2006, T.M.X. will take the world by storm!

ENDS

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