NEW YORK -- Sept. 6, 2006 -- The kick-off to the holiday shopping season officially begins on September 19th, when the Fisher-Price® Friends division of Fisher-Price, Inc., a subsidiary of Mattel, Inc., 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 at 9 a.m. on the morning of September 19th in the United States and globally on the 20th. 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 headed by Fisher-Price vice president Gina Sirard, 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.

Once retailers acknowledged they were ready to place orders based on the toy's heritage alone, Fisher-Price moved forward with a plan to make the tenth anniversary celebration extra special for consumers by keeping it all a secret. "The best part of a secret is the surprise," says Ms. Sirard. "It's part of the magic of T.M.X. ELMO -- it's just that incredible."

"There has never been a toy like this -- one with such a renowned heritage -- returning in such an exciting new way," says Neil Friedman, president of Mattel Brands. "This time around, Elmo will be performing in a way that no plush toy has ever done before. The world was mesmerized by the original Tickle Me Elmo. With today's technology, this one is even more incredible... you really have to see it to believe it."

The few toy industry insiders who did have the chance to see the toy are already abuzz about the excitement the toy will bring to the holiday shopping season.

The Toy Guy® Chris Byrne says, "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!"

"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!" says Jim Silver, publisher, Toy Wishes Magazine.

"As toy manufacturers, we're in the business of making smiles," says Fisher-Price general manager and senior vice president David Allmark. "It's so exciting to bring Elmo to life once again, in such an exciting way, that really delivers on the connection children have with this endearing character."

Ms. Sirard explains that with the toy's late shipping to retailers, if consumer demand greatly exceeds expectations, given the sophisticated engineering involved in T.M.X. ELMO, it may be particularly difficult to fill retailers' re-orders this year. "However, we do expect to be making deliveries right up until Christmas and into 2007," she says.

T.M.X. Elmo, (the X stands for "extreme" and celebrates the tenth anniversary of the original Tickle Me Elmo) will retail for approximately $39.99 and will be available at major retailers including Wal-Mart, Toys "R" Us, Target, Kmart and KB Toys nationwide.

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.