Amazon’s decision to send out its first-ever printed toy catalog ahead of the holiday shopping season may not surprise you if you remember that this is something that Toys R Us’ used to do. Since that giant of a toy retailer has met its demise, the e-commerce giant is basically taking advantage of the gap in the market by sending out an actual physical toy catalog to millions of customers.


The catalog is titled A Holiday of Play and it’s already available online. A spokesperson for the company confirmed to CNBC that Amazon is going to send the catalog to millions of customers starting this month.

“Amazon is excited to offer a new way for customers to shop for toys this holiday season,” the company said in a statement. There are many social media posts online from people who have already received the catalog in the mail.

The catalog has quite a retro look about it which may remind you of the Toys R Us’ catalogs from days gone by. Some of the featured toys have a QR code which will let customers instantly scan and shop for more products.

It will be possible to scan the product images in the catalog with the Amazon app to get more information about the products and to add them to the cart. While there are tons of toys listed in the catalog it doesn’t mention any prices. Customers will need to scan the products using the app and then buy them online from Amazon.

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