TMX Elmo hits stores

Excerpt from London Free Press

Fisher-Price, a unit of Mattel Inc., took the wraps off T.M.X. Elmo yesterday, ending months of unprecedented secrecy that's had the toy industry abuzz. Until the unveiling, only about 50 people had seen it.

Predicted to be a hot holiday seller, the new and improved Tickle Me Elmo made its debut on ABC's Good Morning America as customers lined up at Toys R Us, Wal-Mart and KB Toys in the U.S.

The X in T.M.X. stands for extreme.

"When I originally saw a picture of how it moves, I really thought there were some sort of wires, like a puppet, moving it," said Jim Silver, editor-in-chief of Toy Wishes, a trade publication. "We've never seen a stuffed animal that has this type of movement."