Amazon publishes an old-school toy catalog for the holidays

Online retailer may help to fill that Toys R Us-shaped hole in the hearts of kids and their parents

Published On
Nov 08, 2018

Editor's Pick

This holiday season may be bittersweet for kids (and their parents) who won’t get to gawk over toys in the aisles of Toys R Us or in the pages of the shuttered retailer's annual catalog, but Amazon may help to fill that hole with the first toy mailer of its own.

Earlier this year, Bloomberg had reported the online retailer had plans to go the traditional route and shill its wares on actual pages of paper. Now that Halloween is over and the holiday marketing fervor has kicked in, Amazon is sending out copies of its first toy catalog, entitled “A Holiday of Play,” to millions of consumers.

The retailer dubs the tome its “Ultimate Wish List for Kids.” It features a cute Christmas tree wish list on which kids can jot down their faves as well as pages of toys exclusive to the retailer as well as from Lego, Mattel, Funko and more.

What it doesn’t have? Prices. In their place are QR codes that shoppers scan to shop.

It's a clever idea that perhaps could help to endear the Amazon brandsto more traditional shoppers, though some are already pushing back on the impact it may have on already stuffed mailboxes, not to mention the environment. Lifehacker offered a simple solution on how to opt out of the publication. 


Nov 08, 2018

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