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Thursday, January 05, 2012 2:38:34 PM
AL
Secret Elmo: PR Launches Top-Secret, Tenth-Anniversary Elmo Toy to Revitalize the Brand and Industry
By Frank Zeccola
If you think it's counterintuitive to keep a product a total secret right up until launch, you should consider that the top-secret "T.M.X" Elmo launch not only reinvigorated sales for the fallen-from-grace Elmo toy, but it also sparked the toy industry's most prolific sales day in history. It was September of 2006, and the media began calling it "The Elmo Effect" as shoppers infiltrated malls to begin holiday shopping more than three months before Christmas. It was an unprecedented start for holiday retailers.
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