Fisher-Price has unveiled what it describes as “the most engaging and entertaining Elmo product ever” in the run up to the New York Toy Fair, which begins this Sunday, February 17th.

Expected to hit stores worldwide from mid October, Elmo Live opens and closes its mouth, bobbles its head, stands, sits, waves its arms and crosses its legs. When activated with a tickle or squeeze, the interactive plush tells stories, sings songs and plays games.

“Initial reaction from industry insiders has been so strong and so decisive – even greater than the initial response to T.M.X. Elmo two years ago -- that we just couldn’t keep this a secret and realized this story must be told now,” Neil Friedman, president of Mattel Brands said.

Fisher-Price VP marketing, Gina Sirard said more product features would be revealed closer to its on-shelf date.

“With today’s technology we’ve been able to make the magic between child and toy even more seamless and exciting than ever. This Elmo is packed with unprecedented movement and an abundance of creative content, never before featured in a plush product,” she added.

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Suitable for children from 18 months, Elmo Live will retail for about $59.99.