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The Hottest Tech Toy Around

Boot Camp feature for Wednesday, October 25, 2006

The hottest tech toy around. Bloomberg Boot Camp, a report on today's technology. If you think it's the Playstation 3….or the Nintendo Wii….guess again. They won't arrive in stores until next month. I'll give you a clue…. (sound) T.M.X. Elmo…is helping the Fisher Price division of Mattel laugh all the way to the bank. Since its introduction last month….they have been disappearing from store shelves faster than the company can make them. David Allmark, general manager of Fisher Price Friends…says it is the most high tech toy of its kind to date…

"It is clearly something very, very different. And the fact that the product is so animated on its own and can get up and fall over and then return to a standing position is really quite phenomenal from an engineering perspective when you think that this is a toy in that sense."

While the list price for T.M.X Elmo is about 40 dollars….frantic parents are bidding them up online into the hundreds. Allmark says more are on the way…

"The consumer should rest assured that we do have supplies coming through right up until the holiday period. There's a little bit of delay of getting stock back onto shelves from a retail perspective. But they should feel assured that we're doing everything we can to meet this demand at the moment."

That's not to say they'll necessarily be easy to find before the holidays. For now it's safe to say Fisher Price is tickled at the demand. Bloomberg Boot Camp, I'm Fred Fishkin.