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In its first toy catalog, Amazon puts on the classics

Workers at an distribution center in France are packing unsold toys that would be donated to charity last month.…

Workers at an distribution center in France are packing unsold toys that would be donated to charity last month. (Guillaume Souvant / AFP / Getty Images) plays gloss and nostalgia to attract customers with their first toy catalog, in yet another brick-and-mortar strategy to trap its share of toy toys.

The company released its catalog “Holiday of Play” Wednesday. It has 70 pages of happy, cozy dressed children surrounded by toys and will soon be sent to millions of customers this month. It shows the size of leisure toys, including classics like action figures, board games and Barbies, as well as advanced things like Bose audio equipment and PlayStations.

When former juggernaut Toys R Us quit its last stores earlier this year, it began a scramble among giants like Walmart, Target and Kohl, along with online power plants like Amazon, all clinging to some of the country’s $ 3.3 billion toy market .

(Amazon CEO Jeffrey P. Bezos owns The Washington Post.)

“Amazon is excited to offer a new way for customers to buy toys during this season,” the company says in a statement to the Post.

“Holiday of Play” style of Toys R Us holiday directories, but with some modern blooms. You will not find any prices on their pages. Shoppers must go online to find out how much the products actually cost. Instead, a scan of a QR code places the shopper’s online shopping cart, taking them from the page to buy in seconds. Digital versions of the directory are available on Kindle and in PDF form online.

The catalog is a weapon in the Amazon Holiday Hall, along with free shipping for all customers during the holiday without any minimum requirement. The lack of explicit prices in it is intentional and leaves Amazon open to move its pricing to be competitive when the season is warming up, “said Linda Bolton Weiser, an analyst with D.A. Davidson.

“On holiday, retailers try to be ugly with pricing,” said Weiser. “This makes them flexible to be strategic if they want, in which case you do not want to print the price in the directory.”

Bolton Weiser noted that the products in the catalog were extinguished mainly from this year’s hot toy lists and from stalwart toys such as Barbie, Fischer Price and Lego. No risky, unknown objects available.

“If you go for a market share, you get it with classic brands that will be bought high during your holiday,” said Bolton Weiser. “It favors the big two players who have these big classic brands and disadvantages of the smaller toy companies.”

Although they may appear older, catalogs are still a surprisingly successful marketing tool, according to studies from the Data & Marketing Association, which found that more than 100 million American adults bought a catalog from 2016. They are especially popular among the millennial age as Now using one of the biggest buying power in retail.

Other retailers have major changes to show their commitment to holiday toy sales. Walmart reached his “Top Rated By Kids” program and collaborates with a group of 25 “kidinflluencers” to curate a list of the season’s hottest toys. The company increases its toy in 30% retail and online toys by 40%. And it also hosts 2,000 events to market the new products. The goal is expanding, almost doubling its new and exclusive toy lineup compared with last year. It has expanded its toy section and rebuilt 100 stores.

At the same time, R Us still lives along, even past the grave. Last week, the Kroger chain announced that it would host mini-popup toy shops, called “Geoffrey’s Toy Box” at almost 600 Kroger stores in collaboration with Toys R Us during the vacation. Geoffrey Giraffe was the Toy R Us mascot.

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