Elmo Live! Comes Alive for Retail

Fisher-Price, part of the Mattel family, officially kicked off the holiday shopping season with the introduction of Elmo Live! on ABC-TV’s Good Morning America and at Toys“R”Us Times Square. The eagerly anticipated arrival of the most innovative and engaging Elmo toy ever was marked with a special live appearance at the world’s biggest toy store by the furry red Muppet himself and his friend and Sesame Street fan-favorite, Gordon. The toy goes on sale October 14 at retailers nationwide.

“We are thrilled that Elmo and Gordon could stop by to share the magic of Sesame Street with their fans — both young and old,” says Neil Friedman, president of Mattel Brands. “It was truly a wonderful addition to a long-anticipated day — the official launch of Elmo Live!, the most life-like Elmo toy Fisher-Price has ever developed.”

Sesame Workshop, the nonprofit educational organization behind Sesame Street, puts the proceeds it receives from sales of its products right back into Sesame Street and its other projects for children at home and around the world.