- Summary: The 10th anniversary edition of Mattel's Fisher-Price Tickle Me Elmo doll was finally released at toy stores yesterday after months of secrecy and anticipation. This year's Elmo is called T.M.X. Elmo and retails for $39.99. T.M.X. stands for Tickle Me Extreme. (Note: The 'X' is also said to represent the 10th edition.) Pre-orders at KB Toys and Toys R Us exceeded expectations according to company executives. The editor-in-chief of Toy Wishes, a trade publication, says he expects demand to be especially high because the higher technology of this year's doll could result in a supply crunch.
- Related links: Mattel: Press Release ♦ The Wall Street Journal: What's the Newest Elmo's Gimmick? If We Told You, We'd Have to Kill You (paid sub. req'd) ♦ Jim Cramer's Mad Money In-Depth Stock Picks, Sept. 6 ♦ Mattel Moves to Profit, But Risks Remain
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