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Fisher-Price® Announces Limited Edition Elmo Available Only This Holiday Season
T.M.X.™ Elmo Extra Special Edition To Hit Shelves On November 13, 2007

NEW YORK, NY) November 8, 2007 - The holiday season's perennial furry red favorite 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.™" 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-specialfun. This new Elmo is packed with new hidden silly surprises that can only be discovered when kids play, 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 surprise.

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 at www.fisher.price.com. 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 $39.99 price as the original.

"Elmo is a star and captures the hearts of kids of all ages," says Gina Sirard, Fisher-Price vice president, marketing. "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."

"Fisher-Price has made its superstar Elmo product more fun than ever. Building on the success of last year's T.M.X. Elmo, new innovations add play value interactivity and an element of surprise and discovery that will delight kids who love Elmo and their entire families," says Toy Wishes contributing editor Chris Byrne, aka The Toy Guy®.

The 2006 T.M.X. Elmo received the highest honor in the toy industry as it took home the coveted Toy Industry Association "Toy of the Year" (T.O.T.Y.) Award. T.M.X Elmo also took home the T.O.T.Y. Award for best Infant/Preschool Toy of the Year.

T.M.X. Elmo eXtra Special Edition, for children of all ages, 18 months and up, will retail for approximately $39.99. A limited holiday edition, T.M.X. Elmo eXtra Special Edition will be available at major retailers nationwide only from November 13 and through the holiday season.


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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®, Power Wheels® and View-Master®. 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®, Dora the Explorer™ and Winnie the Pooh. The Company's web site, at www.fisher-price.com, provides valuable information and resources to parents.