KB Toys rolls out the furry red carpet

12:00AM / Thursday, September 14, 2006

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PITTSFIELD-The toy world is gearing up for one of the most anticipated product arrivals of all time, and KB Toys is ready. The product is a surprise but the hype is not. Think red. Think charming. Think laughter. THINK ELMO!

Ten years after the loveable Tickle Me Elmo took the country by storm, Elmo-mania is about to set in once again. On Tuesday, September 19, the latest iteration of Elmo will be revealed -- a top-secret 10th Anniversary edition called "T.M.X.(TM)" Elmo, (the X stands for "extreme" and celebrates the tenth anniversary of the original Tickle Me Elmo).

"T.M.X." Elmo is expected to be one of the year's hottest sellers at KB Toys and has kids and adults alike eagerly awaiting its arrival on store shelves. Adding to the excitement, the new Elmo has been cloaked in secrecy but the few toy industry analysts who have seen "T.M.X." Elmo expect it to be a huge hit.

In preparation for "T.M.X." Elmo's arrival, KB Toys is holding shelf space for its order of furry friends and has set up calendars counting down until the toy's arrival. The ultimate Elmo fans participated in the pre-sale and pre-ordered their "T.M.X." for pickup at KB Toy stores on September 19. The excitement continues to build and stores are getting ready for the debut.

"Tickle Me Elmo is one of my favorite toys of all time," said Bob Weinberg, Senior VP, Merchandising and Product Development at KB Toys. "Ten years ago, Tickle Me Elmo was a phenomenon and Elmo continues to sustain his popularity every year. Our 'T.M.X.' Elmo pre-sale has been met with great enthusiasm and with the buzz this top-secret toy is already creating, we expect it will be a huge hit in September and incredibly popular for the holidays."

Tickle Me Elmo has made history as one of the most sought-after toys of all time. Since its introduction in 1996, Elmo has performed his own versions of popular songs in Chicken Dance Elmo, Hokey Pokey Elmo and E-L-M-O. Look for everyone's furry, red friend from Sesame Street to return to KB Toys this September, even better than before!

Laura Dines of Alexandria, VA and mother of twin girls is one of the thousands of parents to place an advance order for "T.M.X." Elmo with KB Toys. "I remember the hype surrounding the first Tickle Me Elmo -- they were almost impossible to get. I pre-ordered 'T.M.X.' to make sure I am guaranteed to get one. I can't wait to see what the latest version looks like -- my girls will be so surprised."