Home News T.M.X. -- 10th Anniversary Tickle Me Elmo to be Available for Pre-Order Exclusively on Walmart.com Starting Today!

T.M.X. -- 10th Anniversary Tickle Me Elmo to be Available for Pre-Order Exclusively on Walmart.com Starting Today!

BENTONVILLE, Ark., March 15, 2006 - Starting today, Walmart.com will be the first retail site to make the highly anticipated T.M.X., 10th Anniversary Tickle Me Elmo, available for pre-sell.  This first-to-market pre-sell option is exclusive to Walmart.com for two weeks and will continue until Elmo arrives on shelves in September.  That’s six months before Elmo makes his grand entrance onto shelves - an exclusive early opportunity for fans to avoid the no-holds-barred frenzy that’s sure to accompany the doll’s general availability in September, just in time for the holidays. 

The mystery continues -- not only will there be no photo of T.M.X. online -- no one other than a very few of Tickle Me Elmo’s best friends have even gotten a glimpse of his super-secret new look - and no one will until then!

First introduced in 1996, Tickle Me Elmo immediately became a furry, red, runaway hit, selling in excess of one million pieces in that first year. Now, 10 years later, Elmo-mania is about to begin again.

"With the 10th Anniversary Tickle Me Elmo, the Elmo-ification of America will continue," says Scott McCall, vice president and divisional merchandising manager with Wal-Mart. "Those lucky enough to buy T.M.X. sight-unseen during Walmart.com’s two-week exclusive sale will be thrilled when he arrives in the mail in September. They won’t be sorry!"

"T.M.X. is the most incredible Elmo toy we’ve ever created," says David Allmark, general manager, Fisher-Price Friends.  "It’s thrilling to be able to bring the Sesame Street sensation to a whole new generation of children in such an exciting and innovative new toy – one that we’re sure will tickle America’s funny bone, yet again, and again."

About Fisher-Price
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 center 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 www.fisher-price.com, provides valuable information and resources to parents.

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