Client – Amazon
Studio – In-house
Role – Design + Art Direction
Editorial Photography – Melanie Acevedo

Design & art direction for Amazon’s first toy catalog.

A Holiday of Play was Amazon’s first-ever holiday toy catalog. A combination of traditional print marketing with mobile shopping technology for a new way to connect with customers and capture the memorable tradition of sitting down at the table and making a wish list, together.

Encompassing Amazon's overall look and feel of 2018’s Holiday campaign, we also explored fun ways to repurpose cardboard boxes. To break from the Christmas norm, we used a primary palette of blues to inspire a more inclusive holiday spirit. Editorial to depict children at their happiest when they're at home with their favorite toys. Five million copies were mailed to customers and distributed at Amazon bookstores.

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We wanted to capture the feeling of surprise and delight, so we looked for ways families could interact with our lookbook. In the front of the book, we included a tree-shaped wish list where families could jot down their top picks, as well as a holiday sticker sheet that could be used to bookmark favorite toys and other gifts.

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Customer response:

"Thank you Amazon for sending this to my house!! My children love it! Not only does it give me an idea of what toys they are interested in but it makes me nostalgic thinking of when I was a kid circling toys from former Toys-R-US catalog."

– Amazon Customer

"My 2 y/o and I loved going through the catalog and putting stickers by the toys he wanted. So much fun!"

– Amazon Customer

"Thank you for this wonderful book, you made it so easier to do my Christmas shopping this year and
in one day."

– Kindle Customer

"We loved our holiday catalog. It was nice to see my daughter go through each page so happily. My daughter wants me to make her a cardboard tv now so she can let her imagination run wild as she pretends to be on tv."

– Amazon Customer

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