Fisher-Price officially kicked off the holiday shopping season today 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 fan-favorite, Gordon. The toy goes on sale tomorrow, October 14, at retailers nationwide. To date, Elmo Live! has already garnered attention on top toy lists from Toys “R” Us, TimetoPlayMag.com, Wal-Mart and Toy Insider.

Elmo Live!, for children 18 months and up, retails for approximately $59.99.

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