Elmo Live! Sings, Dances, Tells Jokes and More!

         Hottest Holiday Toy and Most Realistic Elmo Ever Hits Store
                     Shelves Nationwide on October 14th

    TORONTO, Oct. 14 /CNW/ - Fisher-Price(R) officially kicked off the
holiday shopping season today with the eagerly anticipated launch of
Elmo Live!
    Fans of Elmo have been anxiously awaiting the arrival of Elmo Live! since
it debuted at New York Toy Fair in February and was instantly projected to be
among the hottest toys of the holiday season by industry insiders. To date,
Elmo Live! has already garnered attention on top toy lists from Toys "R" Us
and Wal-Mart's Hot Top Toys List.
    "Elmo Live! is a dramatically different type of toy," says Donna Polimac,
senior marketing manager with Fisher-Price Canada. "With today's advancements
in technology, Elmo Live! takes plush toys to a whole new level with a play
experience that is more engaging and interactive. Kids will actually feel like
Elmo is with them in their homes."
    In this truly life-like creation, Elmo seems to actually be speaking as
his mouth opens and closes just like the real Muppet, Elmo, from Sesame
Street. His mannerisms are right on target as his head moves back and forth as
he speaks. He waves his arms, sits and stands, even crosses his legs, all the
while telling stories and jokes, singing songs and playing games. Children can
activate the magic with a tickle or a squeeze of Elmo's foot, tummy, back or
    In describing Elmo Live! as an "industry-changing toy," Chris Byrne,
content director, timetoplaymag.com, aka The Toy Guy(R), explains, "Elmo Live!
delivers a rich play experience that is engaging and interactive. While the
level of technology and reality is truly innovative, Fisher-Price hasn't
forgotten that the people who really need to be wowed are the preschoolers who
adore Elmo. It's as close to being with Elmo in the fur as any toy has ever
    Elmo Live!, for children 18 months and up, retails for approximately

    Overview of ELMO LIVE!

    Following are a few highlights of Elmo Live!:

    -   Revolutionary technology has enabled this year's Elmo to come to life
        and mimic the actions and movements of the real Elmo puppet,
        -  Moving his mouth when he speaks
        -  Gesturing with both hands
        -  Crossing his leg when he sits
    -   Elmo loves playing games and has his own version of "Simon Says" and
        "steal his nose"
    -   Children can listen to one of Elmo's stories
    -   Elmo loves giving out hugs and kisses

    Sesame Workshop

    Sesame Workshop, the nonprofit educational organization behind Sesame
Street, puts the proceeds it receives from sales of its products right back
into Sesame Street and its other projects for children at home and around the

    Fisher-Price, Inc.

    Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:  MAT) located in
East Aurora, N.Y., is the leading brand of infant and preschool toys in the
world. The company has a 77-year legacy of high quality toys that enhance
early childhood development. Its often-emulated Play Laboratory was the first
child research centre of its kind in the toy industry, allowing researchers to
observe the way children play and how play benefits their development. Some of
the Company's best-known "classic" brands include Little People(R), Power
Wheels(R) and View-Master(R). Fisher-Price is also a leading developer of baby
gear products (infant swings, bouncers, high chairs, nursery monitors), as
well as a wide array of character-based toys inspired by high quality
children's programming such as Sesame Street(R), Dora the Explorer(TM) and
Winnie the Pooh. The company's web site, www.fisher-price.com, provides
valuable information and resources to parents.

    For a chance to win your own Elmo Live! visit the Vaughn Mills Mall Toys
R Us on October 14th. From 10:00 a.m. - 4:00 p.m. there will be one Elmo Live!
given out each hour.

For further information:

For further information: or to arrange an interview with a Fisher-Price
toy expert please contact: Kate Hanna, (416) 486-5907, Devon Burke, (416)
486-7231, GCI Group, khanna@gcigroup.com, dburke@gcigroup.com

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