I wouldnt think much about it and would actually think it was cute for small kids if not for the controversy with the man who played Elmo for years. In the prior 6 months or so, this man has been charged with having inappropriate relations with under aged boys. Now this new Elmo hugs the kid, tells them to play games like horsey and also when it hugs tight, it says "I love you". All I can picture when I see this add is the man and the charges against him. I just think its in poor taste to have Elmo hugging kids when that was pretty much part of what this guy did!