TMX

2006 is the 10th anniversary of the Tickle Me Elmo craze. To celebrate it, Fisher Price (official toy supplier of Jack Wasser) is releasing a special commemorative Elmo, the TMX. That either stands for Tickle Me and the Roman numeral 10 or Tickle Me Extreme. Clever naming, no? Well, even more clever is the fact that the toy company is releasing almost no imformation about the TMX. Everyone who has seen it has had to sign confidentiality agreements. That dramatic silo'ed picture of Elmo is pretty much all we're getting. There have been a few statements released about how TMX takes toddler plush to a new level, and how one exec who saw it couldn't believe there were no wires. Elmo must have some serious moves, an idea also suggested by the fact that he requires 6 batteries.

So here we have a brilliantly insidious marketing campaign. What is the TMX? I must know! How can I possibly wait until September to see it? And here we also have Jack, my sweet little man who loves Elmo. What's a mom to do?

Yep.

Click, "Pre-order this item now."