Who doesn't love Elmo?  He’s a huge star. And although he’s had his problems - like most big celebrities - his fans love him unconditionally.
 
So we launched an integrated campaign around "Elmo's World Tour" complete with TV teasers, spots, long form "rockumentary", website, print ads etc.
 
And although a different Elmo toy was brought to market every year since the Tickle Me Elmo sensation, Let’s Rock Elmo was a big hit.  At $75 a pop, no less.  With parent’s snatching him up in record numbers.