Extra Credit Blog
There is a continuous rise in demand for toys and Toys ‘R Us is looking to make a statement this holiday season. According to the article by Ad Week, toy sales have been up 7.3% year-over-year as of mid- October and the company is trying to capitalize on that momentum and the up coming release of the new Star Wars film that is set to shatter some records both in the box office and toy aisles.
A memorable concept when it comes to the toy industry around christmas, specially with Toys ‘R Us has always been their catalog book. However, one must wonder how the printed book translates with the newer generation. The questions becomes about understanding if the spark between flipping through the pages and coming up with your holiday wish list still resonates the same. Well, as we know kids today demand more interactivity than ever.
Toy ‘R Us is pushing the boundaries with the up coming release of their “Great Big Toys ‘R Us Book of Awesome”. This will be the biggest issue ever for the company and for the first time it will include interactive elements through the spreads to engage kids with games and 3-D models. Rich Lennox, who is marketing officer states that “…over time, it had become a little bit too much of a sales promotional vehicle and it had lost some of its magic.” This is why they hope that these innovations can spark some enchantment back into the book.
The interactivity of the catalog is incredible; it truly brings the toys to life. As we know it, it’s every kids dream. The app seems to be seamless and very user friendly. All you have to do is open the app and point at the catalog spreads that have a Geoffrey icon (company mascot) and you will instantly see the page come to life. It begins like a shell game where toys are wrapped up in boxes and you are trying to pick the iconic giraffe from the mix, and than allows you to see 3-D renditions of some of the latest products.
The book will be distributed in stores and through newspapers starting October 31st. There will also be a condensed version on their website and the mobile app which is available in both the Apple App Store and the Android Store. The company is hoping that these efforts are the start of a magical and prosperous Christmas.
“Forget Playing With Toys: Kids Can Play With The Catalog.” Advertising Age CMO Strategy RSS. N.p., n.d. Web. 28 Oct. 2015.