''T.M.X.(TM)'' ELMO Set for Global Debut on September 19th; Most Closely Guarded Secret in Plush Toys to be Revealed

--(BUSINESS WIRE)--Fisher-Price:

What:   The kick-off to the holiday shopping season officially
        begins on September 19th, when Fisher-Price(R) Friends reveals
        the most closely guarded secret in the history of plush toys.
        On the tenth anniversary of Tickle Me Elmo, the all new
        "T.M.X." ELMO will make its global debut.

        With presales already running strong at major retailers -
        sight unseen - the new "T.M.X." Elmo hits store shelves for
        the first time ever at 9 a.m. Online Elmo bloggers are already
        talking about setting up camp at stores to be among the first
        to take home the newest sensation featuring Sesame Street's
        lovable red monster.

        In an unprecedented step for the toy industry, Fisher-Price
        has kept the plush toy under wraps since its inception.
        Previews have been limited to only those directly involved in
        its creation including senior management, a select marketing
        team as well as top level management in sales and retail. The
        Fisher-Price sales force did not even see the toy, but sold it
        in at retail to full demand.

        The few toy industry insiders who did get to see it, are
        saying: "You won't believe what this little guy does, and if
        you don't laugh till you cry, you must have no funny bone at
        all. 'T.M.X'. Elmo will engage anyone who sees it and engulf
        them in gales of laughter. Get ready for another phenomenon!"
        The Toy Guy(R) Chris Byrne
                                                  
        "This is something that the toy industry needs...excitement
        and total innovation. Elmo coming back like this on his 10th
        anniversary is going to be truly amazing!" Jim Silver,
        publisher, Toy Wishes Magazine.

Interview Opportunities:
 
        See "T.M.X." Elmo in action. Talk to executives from
        Fisher-Price Friends and top toy retailers. Find out what
        customers have to say about the hottest toy of the holiday
        season.

Where:  Top retailers in Manhattan and New Jersey - please call us for
        details.

When:   September 19, 2006 

“You won't believe what this little guy does, and if you don't laugh till you cry, you must have no funny bone at all. 'T.M.X'. Elmo will engage anyone who sees it and engulf them in gales of laughter. Get ready for another phenomenon!”