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In a First, Amazon Begins Mailing 70-page Printed Holiday Toy Catalog To US Homes (cnbc.com)

Amazon is shipping its first-ever printed holiday toy catalog, titled "A Holiday of Play," to millions of customers in the U.S. starting this month, the company said. From a report: "Amazon is excited to offer a new way for customers to shop for toys this holiday season," Amazon said in a statement. The catalog comes with a distinct retro look, invoking memories of old Toys "R" Us catalogs that made the now-defunct toy retailer so successful. Some of the featured toys come with a QR code, allowing readers to instantly scan and shop for more products. Readers can also scan the product images in the catalog with their Amazon App to get more information and add them to their shopping cart. The move is Amazon's latest in following the playbook of traditional brick-and-mortar retailers.

52 of 108 comments (clear)

  1. Perfect timing with the demise of Sears by klashn · · Score: 5, Insightful

    Perfect timing with the demise of Sears!! Amazon will take over the world!

    1. Re:Perfect timing with the demise of Sears by klashn · · Score: 2

      They do have Amazon Prime Services - where an "Amazon Turk Rabbit" (Amazon's take on Task Rabbit) comes to your house for a fixed fee to install or fix small things in your house. They may even in the future have the infrastructure to open up their warehouse to consumers and take on Sam's Club or Costco.

    2. Re: Perfect timing with the demise of Sears by reanjr · · Score: 2

      It's not Amazon's fault the industry is so inefficient. Wages are padded through bonding and other insurances, which give the consumer piece of mind, but drives up the cost of labor by limiting the labor pool. Amazon is essentially replacing the bonding and insurance, thus driving down costs to where they should be.

      Fixing shit around the house is something every man in the 50s was just expected to do. It doesn't deserve anything more than $10/hr.

    3. Re: Perfect timing with the demise of Sears by dj245 · · Score: 1

      It's not Amazon's fault the industry is so inefficient. Wages are padded through bonding and other insurances, which give the consumer piece of mind, but drives up the cost of labor by limiting the labor pool. Amazon is essentially replacing the bonding and insurance, thus driving down costs to where they should be.

      Fixing shit around the house is something every man in the 50s was just expected to do. It doesn't deserve anything more than $10/hr.

      You must be fun at parties. Some companies (usually the large ones) charge astronomical prices for home improvement projects, but if you're wanting to pay $10 an hour for a window or siding installer you are going to get exactly what you pay for.

      I have a small business and I pay my concrete finishers $18 an hour, and I have a hard time finding good people even at that rate.

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    4. Re:Perfect timing with the demise of Sears by cyberchondriac · · Score: 1

      I still remember being a little kid in the late 60s/early 70s and thumbing through Sears's "Wish LIst" catalog a few weeks prior to Christmas, the toy section was always in the back. It was one of the most gleefully anticipated traditions of the season.
      I'm not sure what Amazon's angle is here though, kids would probably be just as happy surfing their website, but I guess it'd be nostalgic for older parents..?

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    5. Re: Perfect timing with the demise of Sears by peragrin · · Score: 1

      I was thinking toyr us but sears works too.

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    6. Re:Perfect timing with the demise of Sears by Iamthecheese · · Score: 3, Insightful

      This won't go anywhere; the internet makes underwear ads obsolete.

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    7. Re:Perfect timing with the demise of Sears by Charcharodon · · Score: 1

      As a child of the 70s and 80s yeah the Sears catalog with the Christmas toy section was pretty much as good as it got.

    8. Re:Perfect timing with the demise of Sears by jtara · · Score: 1

      Bringing multi-colored toilet paper back to bathrooms everywhere!

    9. Re:Perfect timing with the demise of Sears by OrangeTide · · Score: 1

      Perfect timing with the demise of Sears!! Amazon will take over the world!

      Feels a bit more like Amazon is dancing on Sears' grave. If anyone was primed to establish and dominate the online delivery industry, it was Sears. It was a real missed opportunity and something that will likely be decomposed and discussed in business schools for decades. (hindsight being 20/20 and all). We kind of knew it was too late for Sears once Kmart bought/merged it.

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  2. Why didn't they mail a USB stick by goombah99 · · Score: 3, Insightful

    Paper. It never goes away. That's interesting but I'm not sure what to make of it. Angry people will say it is an abomination and needs to go away by force. But tactile input media seems important. On the otherhande I used to never think a kindle could replace a paperback. Now I prefer the kindle.

    What I do miss however is that it screws up my photograpic recall. I recall facts and images in equations in text books in part, by where they are on the page. The kindle eradicates that so my recall goes down. I don't care about that for pulp fiction but for text and jouranl articles it matters.

    My fingers also remember what pages things were near.

    The other nice thing about paper is that grouping effect. You dont' just get what you were looking for but also things you might be interested in that are related.

    We'ver lost that with academic search engine. It used to be that half the value of reading a journal was the article after the one you searched for was more important.

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    1. Re:Why didn't they mail a USB stick by JaredOfEuropa · · Score: 1

      It used to be that half the value of reading a journal was the article after the one you searched for was more important.

      You get that in toy, DYI and parts catalogs as well. Browsing in a paper catalog is still that much better.

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    2. Re:Why didn't they mail a USB stick by brunes69 · · Score: 1

      Everyone the age of 35 and under is going to summarily take this catalog and throw it in the recycling bin. What a waste.

  3. Hope they don't use glossy paper... by Kenja · · Score: 3, Funny

    glossy paper makes for a poor fire starter.

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    1. Re:Hope they don't use glossy paper... by Tony+Isaac · · Score: 1

      When my father was a kid in the 1940s, his farm family used Sears catalogs in the outhouse for toilet paper. Yes, they hated the glossy pages too!

  4. So Amazon is the new Sears? by b0s0z0ku · · Score: 3, Interesting

    Amazon is the new Sears.

    1. Re:So Amazon is the new Sears? by Anonymous Coward · · Score: 1

      maybe it's more proper to say Sears could've been Amazon if they had embraced the internet

    2. Re:So Amazon is the new Sears? by deadwill69 · · Score: 1

      Your comment is so understated. They already have the distribution network around the country. All they needed was a working online catalog. Now Amazon is recreating it, without the local distributors.

      Sad.

    3. Re:So Amazon is the new Sears? by MobyDisk · · Score: 2

      without the local distributors.

      They ARE building local distributors!

      Actually, Amazon IS making local distributors. They bought whole foods, and they are building retail stores. They have one in Seattle and at least one in New York.

    4. Re:So Amazon is the new Sears? by paiute · · Score: 2

      This will come full circle when the Amazon catalog has a women's lingerie section.

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    5. Re:So Amazon is the new Sears? by bjdevil66 · · Score: 1

      Only if the women's underwear section is included. That section was indispensable for those of us living in "no porn" homes as pre-Internet kids. (I preferred the more risque JCPenney's underwear section over Sears's more conservative selection, but you'd take what you could get.)

    6. Re:So Amazon is the new Sears? by deadwill69 · · Score: 1

      They should have just bought sears.

  5. Even Manchildren by Anonymous Coward · · Score: 1

    It should be illegal to advertise to children

  6. The Toys I didn't get from Sears by omfglearntoplay · · Score: 1

    Born in the 70's, I was big into the Star Wars toys and some other toys around that era. My parents let us get some, but never could we get enough. For half of the stuff I couldn't get, I would keep old Sears catalogs to look at the pictures and pine for them. Until my asshole (read: probably completely reasonable and sensible) dad through the old catalogs away... the heartless son of a bitch!

    Well with the www, we will always have access to old picts of old toys, so I doubt any kids are going to drool over these catalogs. Or will they?

    1. Re:The Toys I didn't get from Sears by EvilSS · · Score: 1

      Well it's a good way to make discovery easier. Trying to find stuff you don't know you want isn't the easiest on Amazon's site. A department specific catalog like this makes it a breeze. Plus it means you don't need to use a "device" to view it, and it's easy to share. Funny how it's always two steps forward one back.

      I don't think it would be great for everything but this particular case it seems like a great idea. With department stores basically dead, and Toys 'R' Us gone (for now) it's really down to Walmart, Target, and Amazon competing for toy sales, and the first two already put toy out catalogs for Christmas.

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    2. Re:The Toys I didn't get from Sears by NormalVisual · · Score: 2

      Well with the www, we will always have access to old picts of old toys, so I doubt any kids are going to drool over these catalogs. Or will they?

      They won't, because you had to have actually been there as a kid before video games to understand just how cool the Enterprise Bridge and Space:1999 Eagle playsets really were, along with all the Evel Knievel and SSP toys. You also had to have been there to understand the depth of envy you felt when your friend got one and you didn't.

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  7. Does it have... by cellocgw · · Score: 1

    Dolls for Grownups? #AskingForAFriend

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    1. Re:Does it have... by Crash+Dummy+Redux · · Score: 1

      Check out JBox from Japan.

  8. Re:just the toys ? by EvilSS · · Score: 3

    Man I hated flipping through those as a kid to get to the toy section. Until one day I didn't.

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  9. No prices by EvilSS · · Score: 1

    One interesting conceit Amazon had to make for this to work with their ever-shifting pricing model is there are no prices in the catalog. You have to go online to see the current price.

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  10. Re:Deforestation by cyberchondriac · · Score: 1

    Well, they did start off by being a book store.. and they still are.

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  11. The catalog is geared towards kids, not parents by williamyf · · Score: 1

    Yes, kids these days have tablets and all that, but the tablet is distracting, the kid could be gaming instead of watching the catalog and drooling over the toys, which is the whole point.

    So, that's why the catalog is for toys, and toys alone, not some sort of "best of amazon" catalog.

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  12. not a cue barcode? by williamyf · · Score: 2

    What is this barcode abomination I Hear about? Cues is the way to go for the full retro feeling.

    That would have been a wonderfull excuse to get my 5 :cuecats out of storage and party like it is 2000 all over again!

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  13. As a parent by sls1j · · Score: 1

    this is not targeted at parents but at children who don't have access to their parents amazon accounts to browse for themselves. It's so little Suzy will say, "daddy, daddy, I want this dolly rocket house, and this stuffed animal, and this...." Now not only are ads everywhere on the web, but your children are now effectively turned into yet another ads. /s Thanks Amazon /s

  14. Having grown up in a shit-hole town in the desert, by pecosdave · · Score: 1

    the Sears Wishbook is how I told everyone what I wanted for Christmas. That toy section was just about worn out from all the flipping through the pages I did. When you got something for Christmas from Sears it was usually obvious too - my Masters of the Universe toys came in cardboard box two-packs instead of the standard single item blister packs, and things that usually came in boxes usually came in plain brown cardboard boxes with monochrome print on the outside instead of the fully color shelf print.

    Of what Amazon does that I disapprove of, bringing back a real toy catalog might be one of those things they do that I can get along with. Sure, it probably wont have the heft of the Wishbook, but there were other, supplemental small catalogs too....

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  15. Re:Deforestation by MachineShedFred · · Score: 1

    Shockingly, the phone book is still thrown on my doorstep at least once a year too. From there it goes right into the recycling can, never even making it inside.

    Can we make both of them go away?

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  16. Coulda Been Sears by kackle · · Score: 1

    I STILL think Sears could eat Amazon's lunch, but I know it won't happen; they will continue to evaporate to nothing.

    Amazon's website is awful, one of the worst. And purchasing something from it often means taking a gamble dealing with someone who is halfway around the world and only wants your money - he is not interested in building his store's brand nor product quality. Browsing on that website is often arduous, "What I wouldn't give to walk around some aisles to touch/find what I want..." I catch myself thinking.

    My elderly neighbor of 30 years just passed away, and I learned that her ~60 year old house is a Sears Roebuck house! To the younger folks, after being chosen from a Sears catalog, the house's engineering plans and all its materials were delivered to the site, where it was built, and still stands today.

    I think there is a great advantage to exploiting both an online presence AND an in-store experience (shelves of product and order pick-up), but being mindful that non-poor people do not want to waste time jacking around with dubious suppliers and their "brands". If Sears "chooses" what they sell and stands behind it, they would be more than barf-on-a-screen.

    1. Re:Coulda Been Sears by gtall · · Score: 1

      According to the WSJ, Amazon isn't making big bucks shifting merchandise. Their money these days is coming from The Cloud (dum, da da, dum). Amazon is getting too big for any one company to knock off because they'd essentially need to be another Amazon. As soon as any company started getting traction, Amazon would just buy them out or undercut them or get them regulated to death. The only way for Amazon to die is for business sentiment to shift to Not Cloud (good luck selling the MBAoids on that one) and consumer sentiment shift shortly there after.

      Of course the Federal Government could go after them. What's-His-Name hates Bezos and isn't afraid to use the Federal Government for his personal needs. As long as Congress is in the grips of corporatists, it won't happen there and they couldn't unfairly target a single company anyhow.

    2. Re:Coulda Been Sears by serviscope_minor · · Score: 1

      My elderly neighbor of 30 years just passed away, and I learned that her ~60 year old house is a Sears Roebuck house! To the younger folks, after being chosen from a Sears catalog, the house's engineering plans and all its materials were delivered to the site, where it was built, and still stands today.

      You could buy a *house* through Sears? Holy crap!

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    3. Re:Coulda Been Sears by magarity · · Score: 3, Informative

      I STILL think Sears could eat Amazon's lunch, but I know it won't happen; they will continue to evaporate to nothing.

      Sorry but you're a little behind on current events. Sears could have eaten Amazon's lunch 15 years ago but they're in bankruptcy proceedings. And not the reorganization kind but the 'sell everything off and liquidate because we give up' kind.

    4. Re:Coulda Been Sears by kackle · · Score: 1

      Touche.

    5. Re:Coulda Been Sears by d0rp · · Score: 1

      And purchasing something from it often means taking a gamble dealing with someone who is halfway around the world and only wants your money - he is not interested in building his store's brand nor product quality.

      To some extent, that is true, but the reviews mean that a lot of seller in fact do care a great deal about product quality, and making you happy. If they get bad reviews on Amazon, they're not going to sell very much. Unless it's some sort of really niche product, people will tend to buy a similar product that has better reviews.

      My wife reviews almost everything she buys on Amazon, and as a result she gets contacted by various sellers who offer to reimburse her for the cost of their products if she writes a review (and it doesn't have to be a good review to get the reimbursement). She once wrote a bad review of a product that she bought herself and the seller contacted her and offered to refund her if she removed the bad review, but she declined.

    6. Re:Coulda Been Sears by kackle · · Score: 1

      She once wrote a bad review of a product that she bought herself and the seller contacted her and offered to refund her if she removed the bad review, but she declined.

      I wonder how many decline in order to leave the bad review right where it belongs.

  17. Really? PAPER? by sootman · · Score: 1

    Trying to kill the Amazon, Amazon?

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  18. Big Data by rsilvergun · · Score: 1

    those catalogs are expensive but with how much history they have they'll know exactly who to mail it to. And with Sears and Toys-R-Us dead they'll clean up this year. Walmart barely even has toys these days. There's one small isle for boys, one for girls and one for the little kids.

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  19. Will it arrive by tgibson · · Score: 1

    In a large cardboard box?

  20. Re:Just slightly-overcharge-you prices... by EvilSS · · Score: 1

    It's not a conceit. It's part of their plan to always provide you with the optimal pricing. The optimal pricing that will still induce you to buy the product while maximizing their profit.

    Far too many times I have heard of a product I wanted being available on Amazon for some ridiculously low price that made buying it a no brainer, only to find out that when I logged in with my Amazon account to buy it, the price had gone up to the point I was no longer interested.

    Yes, and a conceit Amazon had to make when printing a paper catalog was to not put prices in it.

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  21. Re: Just slightly-overcharge-you prices... by EvilSS · · Score: 1

    Such as? What titles?

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  22. Re:Sears Homes are Great by guruevi · · Score: 1

    They're all fine and well until you need to do some repairs or insulate. I have one of those, it's a pain in the neck to re-run electric which is necessary because the original was aluminum wiring as cheap as possible. You have to drill through 3 2x4's because the top of the house and the bottom of the house are separate parts. The whole house is 2x4 even though 2x6 has always been the standard in cold climates and even necessary for the length that they run as.

    The Sears houses were cheaply built in the factory, they're not great by any standards, even 1970's.

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  23. That's perfect! by Hallux-F-Sinister · · Score: 1

    Will there be rotary-dialed telephones too, that I can call up, wait on hold for 10 minutes, then read off a 20 digit number, one digit at a time, for each item I want to purchase?

    How do I opt out of this bullshit? It's just an annoying waste of paper.

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  24. Re:Sears Homes are Great by kackle · · Score: 1

    I hear Lowes offers something similar these days.

  25. WTF Kill Billions of Trees! by WindowsStar · · Score: 1

    I don't want this no one wants this. Why kill billions of trees when you can just view it on-line! Why are they going back to 2000?