Elmo’s Net Worth Goes Up Thanks to eBay
T.M.X. Elmo could be called “King Elmo” after claiming the throne as the must-have toy of the 2006 holiday shopping season.The 10th anniversary edition of the fuzzy red doll was in such demand at the peak of the Christmas rush that it was selling on eBay for as much as four times its retail price of $39.99.
Perhaps that’s why Elmo, when activated, falls down, kicks its legs, scoots across the floor on its back and rolls over in laughter. He is chuckling all the way to the bank.
He costs an estimated $8 to make, and stores get to keep $20 per Elmo, according to Carol Rehtmeyer, president of Rehtmeyer Inc. – an Aurora, Ill.-based toy design and production firm. That means most consumers are paying a whopping 50 percent markup.
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