Christmas toy catalogues are evolving, adapting to social and market trends. This article gives an overview of some of the main communication strategies distributors implemented successfully in their catalogues from last season.
One of the biggest trends is that catalogues are becoming much more than just a way for companies and distributors to show their products. They are a support for children and adults to actually interact with brands. How? On the one hand toy companies add features such as games (most of the time requiring drawing, stickers, cutting areas, etc.), on the other hand they implement the latest AR technology.
Catalogues get more interactive
Catalogues that had sections with games for children had already existed before, but the level of innovation they are going through now is unprecedented. They are unique in their graphics and the level of play offered. For example, the app ‘Tu lado mágico’ from El Corte Inglés invites children to look for icons in the catalogue. Then the children scan the icon with the app, take a selfie and transform their face into their favorite character.
Another example is practiced by Imaginarium. In their last Christmas catalogue they added sections of DIY projects, a way of showing the potential of toys beyond what you can buy from their product’s offer.