Amazon Releases First Printed Toy Catalog, Launches Holiday Pop-Ups Across Europe

In the wake of the Sears and Toys ‘R’ Us bankruptcies, Amazon is seeking to fill the gaps this holiday season with a traditional marketing tool: its first-ever holiday toy catalog. The print catalog, “A Holiday of Play,” will be mailed to millions of consumers this month.

Amazon is aggressively pursuing a greater share of holiday spending overall, eliminating the $25 minimum shipping requirement for “hundreds of millions” of items during this holiday season. Since Amazon has a significantly smaller store footprint than its rivals, a paper catalog would deliver a touch-and-feel experience that gives the e-Commerce giant a unique edge in toy display. The catalogs also will be available at Amazon Books and 4-star locations.

Many retailers have been jockeying for position as the new leader in toy sales. Walmart, Target, BJ’s, Party City and Michaels all have bolstered their toy offerings, and Toys ‘R’ Us revived itself for the holiday in Kroger stores.


Some of the toys featured in the Amazon catalog come with a QR code, allowing readers to instantly scan and shop for more products. Readers also can scan the product images in the catalog with their Amazon App to get more information and add them to their shopping cart. Amazon’s extensive data analytics capabilities would indicate that the company has a firm grasp on which consumers the catalog should be geared to as well as which products to feature within the piece.

Amazon also is exporting its holiday cheer to Europe by opening holiday pop-ups, dubbed “Amazon Loft for Xmas” and centered on electronics and toys. The pop-ups will open Nov. 16-26 in the city centers of Milan, London, Paris, Madrid, Berlin and Amsterdam, the e-Commerce giant said in a press release on its Italian web site.

The stores will feature a mix of product categories, including technology, fashion, household goods, fitness and beauty. Amazon will feature both its private label brands, such as Aurique, Find, Iris & Lily, Meraki and Truth & Fable, as well as products from Disney, Garmin, HP, Lego, Microsoft and Sony. Products will have QR Smile Codes that customers can scan with the Amazon app to get more info and buy, and Amazon also will have various Alexa demos set up.



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