Target, Amazon launch interactive holiday toy catalogs — in print and digitally
Amazon and Target are both turning the traditional holiday toy catalog on its head with interactive resources that promote products and entertain users.
The two retail giants are releasing kids’ catalogs focused on toys to receive as holiday presents, with print, digital and audio features. The offerings come as retailers prepare for what is expected to be a value-driven holiday shopping season.
Target
The discounter's digital Holiday Kids Catalog, available on Target.com and in the Target app, features nearly 500 toys, games and gifts, along with interactive content, toy demonstrations and video reviews from participants in its Club Target creator network. Users can browse hundreds of toys, watch demonstrations, explore video reviews and discover products featured on Bullseye's Top Toys List, Target's curated collection of 50 toys, with prices starting at $4.99.
Target’s overall toy assortment includes over 1,000 products under $10. And more than one-fifth of its overall toy assortment is exclusive to Target.
Customers can browse toys by favorite characters, interests and play styles, and double-tap an item to save it to a wish list or add it directly to a cart. Wish lists can then be shared with other gift-givers.
In addition, each page of the physical catalog contains a unique QR code that, when scanned, directs customers to the corresponding page in the digital catalog. Target is also introducing a new list-scanner feature that connects the physical and digital experiences, enabling customers to scan a handwritten wish list created from the printed catalog and turn it into a digital list in the Target app.
“We hear from customers that they count on Target to make holiday shopping fun, easy and full of discovery, especially when it comes to finding the toys kids can’t wait to unwrap,” said Cassandra Jones, senior VP, Fun101, Target. “This year’s digital experience helps families discover toys together, create and share wish lists and find gifts they'll be excited about all season long.”
.[READ MORE: Target cuts prices on thousands of items ahead of holidays]
Amazon
Now in its ninth year, the 2026 edition of the Amazon Holiday Kids Gift Book will be mailed in printed format to tens of millions of households, with more than 600 toys and gifts listed as well as an original illustrated story, family-friendly activities, and curated selections for different age groups, interests and budgets.
Illustrated activity pages include coloring, search-and-find and connect-the-dots, and the book features an original short story.
Through a collaboration with interactive publishing platform Readyland, customers can unlock a choose-your-own-adventure-style audio experience supported by the next-gen Alexa+ voice model. Customers can interact with the Forest Friends and hear a reading of the book's original short story on any Alexa-enabled device or the free Alexa app.
In addition, shoppers can view a free digital copy of the gift book or activity pages on the Amazon Kids Gift Book hub page. Limited free additional quantities of the print book may become available periodically throughout the holiday season.
The book also spotlights a selection from Amazon’s Top 100+ Toys list, a hand-selected assortment chosen by Amazon's in-house team of toy experts, with items available in the Amazon Toys Holiday Shop.
