New Elmo laughs, hiccups into holiday toy season

By Karey Wutkowski and Justin Grant

WASHINGTON/NEW YORK (Reuters) - The latest Elmo incarnation was unveiled on Thursday -- a new version of last year's hit T.M.X. Elmo that allows kids to induce a case of the hiccups or a laughing fit to the tune of "She's a Maniac."

Fisher-Price Inc, a unit of the world's largest toy maker Mattel Inc, said T.M.X. Elmo eXtra Special Edition would hit U.S. shelves on November 13, relatively late into a holiday season that has so far lacked a dominant toy.

Last year, analysts credited the popularity of T.M.X. Elmo, which debuted in September, with helping get holiday toy shopping started early.

Sean McGowan, a retail analyst with Needham & Co, said the new toy sounds like "a clever idea" and a smart extension to the brand, but said it will not generate as much excitement as did its predecessor.

"It may drive people to buy this particular product, but anything launched at this point forward is not going to drive incremental traffic into stores," McGowan said.

The plush red monster is emblazoned with a gold badge to distinguish him from other versions of the doll.

Since Tickle Me Elmo's 1996 debut, there have been numerous incarnations of the plush doll, including "Knows Your Name Elmo," which could greet children by name.

This year's Elmo, which will retail for about $39.99 and will be available only through the end of the year, includes "hidden silly surprises" that can be unlocked when the consumer plays with him and poses him in a particular sequence.