We moved! Did you notice last year that there was no new Tickle Me Elmo? That’s because th
e Sesame Street license moved from Fisher-Price/Mattel to Hasbro, but not in time for Hasbro to roll out a new collection. In the absence of an Elmo novelty doll, last year Fisher-Price introduced Dance Star Mickey. He made our Platinum List. Our testers loved how he danced not to mention his ability to moonwalk!
This year, here’s what you’ll need to know:
1. It will be a battle of the Rock Star Mickey and Rock Star Elmo. We previewed both today.
Rock Star Mickey is pretty snazzy!
He moves, he sings, he dances…and he can even do a Rock Star split (guitar in hand). Move over Mick Jagger! He is also interactive…teaching kids how to rock on! The demonstrator would not play along when it got to the split.
Rock Star Elmo is cute, although he doesn’t move the way Mickey does. But I think fans of Elmo will be happy to see him back. In his favor, he plays the drums, a tambourine and he also sings into a mic (all come with Elmo).
There are also musical toys for your child that also magically sync with Elmo–so that your child can play a small guitar, a small keyboard or sing into a mic — and Elmo will be able to sing along. Rock Star Elmo will retail for $69.99 (the add on toys are $19.99 each).
We look forward to testing both. Both are planned for fall 2011 release.
2. Cookie Monster. Ok, I have to admit it…I LOVE Cookie Monster. I don’t really know too many people that don’t put Cookie Monster into the favorites category. This new interactive version, eats cookies. They disappear into his mouth and then the cookies will reappear in his backpack. He sometimes counts the cookies…that’s fun, but I have a sense just feeding him will be the big pay off.
Watch our video of both at http://www.youtube.com/user/toyportfolio.





















The reveal of the new tween Dora the Explorer was going to be a pre-holiday event-much like the way the company rolls out Elmo every year. Alas–the silhouette release in February caused alot of upset. Parents were concerned that the beloved character was growing up too fast. So what’s a company to do? Release the photo and assure parents that the Dora brand has not taken a terrible turn. While the “great” reveal has been done prematurely, I’m sure the folks at Mattel are thrilled with the extensive coverage and general positive response to the new Dora. Taking a page from the American Girl (also owned by Mattel)- the new Dora celebrates being a girl. Her story line focuses on solving mysteries with her multi-ethnic group of girl friends. While we haven’t seen the games yet–it seems they have steered clear of boys and shopping at the mall. Although there is a fashion component (even a ecologically aware tween needs to look cool). We look forward to seeing the on-line component to the new Dora. Stay tuned.
Mattel and Nickelodeon/Viacom, hoping to take this hit preschool brand to the next level, is introducing a more grown up version for older girls. Much like the Elmo rollout each year, we won’t see the actual new Dora until it is revealed later in the year. We’ll see whether Dora fans transitioning into the next age group will accept an older, more mature version (she is scheduled to move to the “big city” and have a a “more fashionable look”)–or whether Dora will be a character they want to remember from their early childhood. Thoughts?
