In battle of toy books Target lands a body blow

Target is out with a beast of a holiday toy catalog that weigha in at 52 glossy pages that employs a variety of incentives to promote sales in advance of Thanksgiving weekend. Nothing unusual about that or the fact that the publication features all sorts of cool products and high quality photography that is sure to have kids drooling if parents make the mistake of leaving the thing lying around.

Of course that might be preferable to buying the wrong toy and risking disappointment so Target has employed some interesting wrinkles to simplify holiday gift giving. For example, the catalog is designed with little squares so parent or kids can check off the desired items. The simplicity directive is taken a step further with an insert that features images of toys that only someone with the hawk-like vision of a seven-year-old can discern with a corresponding code that can be entered to order online.

This novel wish list concept is designed so parents can turn their kids loose with the catalog to “circle all the toys you really, really want.” The list can then be share with grandparents, aunts, uncles, etc., so they can buy the toy the little ones really want.

Of course no promotion would be complete in the current economic climate without a healthy dose of coupons and Target doesn’t disappoint on that front. Incorporated into the wish list insert in the center of the toy book are six pages featuring 48 coupons in denominations of $3, $5, $10, $15 and $20 for specific items. However, they have to be used before Nov. 23, because as is noted at one point in the catalog, “leave last minute shopping to the amateurs.”