T.M.X. Elmo Crazes Thousands of eBayers

Orem, UT – September 29, 2006 – After only a week of sales, the doll hasn’t been the only thing extreme.

Since Mattel's Fisher Price released the new and improved T.M.X. Elmo last Tuesday, more than 20,000 have been resold on eBay.

According to research conducted by HammerTap, the original eBay research provider, the total resale revenues totaled more than $1.6 million, averaging $84 per Elmo.

“It’s rare that people pay almost double the shelf price for a product on eBay,” says Greg Cole, president of HammerTap. “But that’s what makes it so great. The buyers are happy because they got a “sold-out” item, and the sellers are happy because they made a re-sale profit.”

The day after Elmo appeared on the shelves, more than 15,000 were listed on eBay. And now that the shelves are barren in most brick-and-mortar retail stores – and the next shipment isn’t scheduled for mid-October – eBay may be the only place to purchase the laughable kid’s toy.

“I saw two adult men start arguing over the last Elmo doll at Target,” said Jim Nye, an eBay PowerSeller who was looking to buy some dolls to resell online. “It’s a great way to make a few extra bucks.”

A few extra bucks is right, with the top ten sellers of T.M.X. Elmo selling more than 50 dolls and making a profit of $30 to $50 per doll. Some sellers have even sold bundles of 10 Tickle Me Elmo dolls for $1,000, making a $400 cost turn into a $600 profit virtually overnight.

While the craze still rages, many eBay sellers will follow the same suit as long as the shelves remain empty. But even when the truck arrives in October, you can be sure to find many eBay sellers to be the first in line to buy their next cash “doll.”

About HammerTap, LLC
HammerTap was the first auction research solution available within the eBay market, reaching out to sellers with answers about how to get the most out of their listings. For the past two years, HammerTap has operated as a division of Bright Builders, Inc. Now, as an independent company, HammerTap continues to offer customers the most comprehensive and in-depth market research tools, education and support. HammerTap helps sellers power-up their listings to increase sales and maximize profits.

For more information, visit www.hammertap.com.

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