Mattel Inc. on September 19, 2006 unveiled the 10th anniversary edition of its Tickle Me Elmo doll, a new red plush "T.M.X. Elmo" as seen in this handout photo, that slaps its leg and keels over in a fit of laughter when tickled. The doll, which stands for "Tickle Me Extreme" or "Tickle Me Ten," has been shrouded in secrecy for months as Mattel tried to generate buzz for the latest Elmo version and kick off the holiday toy-selling season with a bang. (Reuters)