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