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The American International Toy Fair is an annual event in which many toy companies display toys to be released during the year. Many Muppet toy prototypes have been on display at various Toy Fair events over the years.
In 1965, Jim Henson appeared with Rowlf the Dog and Kermit the Frog to promote Ideal Toys' line of Muppet puppets. Cookie Monster and Elmo made a surprise appearance at Toy Fair 2011 during a panel held by Hasbro, which had then recently picked up the Sesame Street license.