Fisher-Price(R) announces limited edition Elmo available only this holiday season

    T.M.X.(TM) Elmo extra special edition to hit shelves on November 13, 2007

    TORONTO, Nov. 8 /CNW/ - The holiday season's perennial furry red
favourite from Sesame Street, Elmo, is set to surprise fans around the world
in a limited edition plush with new features available only for 2007.
    Fisher-Price Friends (a division of Fisher-Price, Inc., a subsidiary of
Mattel, Inc. (NYSE:   MAT)) announced today that the "T.M.X.(TM)" Elmo eXtra
Special Edition will launch at retail stores nationwide on November 13.
    Sporting a bright gold badge to distinguish the toy from its hugely
popular predecessor, T.M.X. Elmo eXtra Special Edition features all the
tickling and giggling fun of the original T.M.X. Elmo, plus even more
extra-special fun. This new Elmo is packed with new hidden silly surprises
that can only be discovered when kids pose and tickle Elmo in the right
sequence. The key is to find the right combination of movements (raise his
arm, tickle his belly, etc.) to activate the fun.
    Fisher-Price today revealed two of the silly surprises, including the
complete instructions on how to activate the action to discover one of them,
as included in this year's red and gold briefcase packaging. T.M.X. Elmo eXtra
Special Edition comes with one clue card featuring a rhyme to help find one

    A silly surprise can be found
    Something with a musical sound!
    Just lift Elmo's arm straight in the air,
    Then find his belly and tickle him there.

    Tickled in the correct sequence, Elmo then falls to the ground laughing
and kicking, as he launches into a new fun song, singing: "Elmo's ticklish,
ticklish, and he's laughing like he's never laughed before."
    In the other silly surprise revealed today, Elmo struggles with a funny
case of the hiccups. He's trying hard to laugh, but keeps hiccupping instead.
And just when he thinks the hiccups are gone, one last loud hiccup escapes.
Though the surprise was revealed to encourage the search, the secret
combination of moves was kept under wraps to build the intrigue of the game.
    To help children and their parents find the rest of Elmo's silly
surprises, additional hints, also in the form of limericks, will be released
weekly between November 19 and December 17, 2007 at On
January 2, 2008, all of the correct silly sequences needed to unlock all of
Elmo's hidden surprises will be revealed on the Fisher-Price web site.
    T.M.X. Elmo eXtra Special Edition has all the traits of his predecessor,
T.M.X. Elmo: a great belly laugh, a laugh that has you doubled over with
giggles; a laugh that has you catching your breath; a giggle so infectious
it's impossible to regain your composure and the harder you try, the funnier
it gets, until it finally sends you to the floor thumping your hand on the
ground in absolute glee. With every tickle of Elmo's chin, tummy or foot,
T.M.X. Elmo eXtra Special Edition does all that, and gets back on his feet all
by himself. This time around, great added features, including a hilarious new
song and secret Elmo moves, provide twice the action, twice the fun, and all
at the same $49.99 price as the original.
    "Elmo is a star and captures the hearts of kids of all ages," says
Donna Polimac, Senior Marketing Manager, Mattel Canada. "With that infectious
laugh and new, silly surprises, T.M.X. Elmo eXtra Special Edition is sure to
bring a special kind of magic to kids like never before."
    T.M.X. Elmo eXtra Special Edition, for children of all ages, 18 months
and up, will retail for approximately $49.99. A limited holiday edition,
T.M.X. Elmo eXtra Special Edition will be available at major retailers
nationwide beginning November 13 through the holiday season.
    Editors Note: Product samples, images, and/or b-roll footage available
upon request.

    Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NYSE:   MAT) and located
in East Aurora, New York, is the leading brand of infant and preschool toys in
the world. The Company has a 75-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 (nursery monitors, infant swings, high chairs) 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, at, provides valuable information and
resources to parents.

For further information:

For further information: Tara Reed, Felicia Yukich, GCI Group, (416)
486-5914, (416) 486-7224,,

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