the buzz log

Perhaps the world's most famous fuzzy and red three-year-old inspired a monster-size spike in Search yesterday. Searches for "Sesame Street" mainstay Elmo gained a 3,547% jump in the Buzz, hopping merrily into the top 20 searches of the day.

Granted, news of a new 10th anniversary Tickle Me Elmo (+1,986%) doll earned placement on the Yahoo! front page, which can inflate search statistics. But T.M.X. Elmo, as the new toy is called, also had promotions at Wal-Mart and Toys R Us, and got a spotlight on "Good Morning America." All in all, searches for "elmo tmx" made the toy the top mover in Search, rising 3,865%. The world is, indeed, Elmo's world.

And who can forget the first Tickle Me Elmo? Released in 1996, the giggling little monster had parents brawling in toy store aisles like a bunch of grouches. Elmo has his haters, too: those who can't stand that he always refers to himself as "Elmo" in the royal third person, those who can't stomach a happy, curious, ebullient little being. Yet, if history repeats itself, the $39.99 doll should have Mattel, "Sesame Street" (+26%), and kids everywhere singing "Elmo's Song" all the way through holiday season.