Amazon Holiday Toy Book
ABOUT
HTB is a high quality gift guide that allows families to discover and highlight their favorite gift ideas.
It offers a convenient way to shop for the products they find in the catalog.
In Oct, 2020, 28 million copies of the book got delivered to customers’ mailboxes around the US. There are 92 pages and 500+ toys, a sticker sheet, a DIY cardboard creation and a variety of other activities for families to participate in.
It offers a convenient way to shop for the products they find in the catalog.
In Oct, 2020, 28 million copies of the book got delivered to customers’ mailboxes around the US. There are 92 pages and 500+ toys, a sticker sheet, a DIY cardboard creation and a variety of other activities for families to participate in.
CONTRIBUTION
To ensure quality control and consistency throughout the book,
I checked 41 design requirements for all 92 pages in the book.
I checked 41 design requirements for all 92 pages in the book.
︎︎︎︎︎︎
PROCESS
At the beginning of May 2020, the team planned to create a 92 page book with 53 editorial shots due to COVID 19, scaled back from 77 the previous year.
Starting June however, we could no longer commit to that plan with confidence since COVID cases continued to rise in the U.S.
Starting June however, we could no longer commit to that plan with confidence since COVID cases continued to rise in the U.S.
︎
“How can we create a book that maintains a high bar
without editorial photography being the main component?”
It required us to pivot quickly and rethink the project. We knew we could commit to 12 editorial shots safely. Our focus shifted to illustration as the main vehicle of creative expression for this project, including an illustrated cover.
We also increased number of activities including a wish list, a hot chocolate recipe, a fable, a color-by-number, a short story, a sticker sheet, a tree maze, a snow globe coloring page, and a DIY cardboard lodge.
There are 7 different kid-friendly activities scattered throughout the book.
without editorial photography being the main component?”
It required us to pivot quickly and rethink the project. We knew we could commit to 12 editorial shots safely. Our focus shifted to illustration as the main vehicle of creative expression for this project, including an illustrated cover.
We also increased number of activities including a wish list, a hot chocolate recipe, a fable, a color-by-number, a short story, a sticker sheet, a tree maze, a snow globe coloring page, and a DIY cardboard lodge.
There are 7 different kid-friendly activities scattered throughout the book.
PROCESS
We divided the book into 3 different sections and assigned one creative lead and one production designer for each section.
TYPE & COLOR
As a production designer on this project, I made sure to implement the guidelines using these colors and typography throughout the book.
For every single toy inside the book, the toy information was listed using the Product listing format in the guidelines.
ILLUSTRATIONS
Individual illustrations are stand-alone graphics that can be used individually or combined to form custom illustration groupings.
These were used throughout the book.
These were used throughout the book.
FINAL COPY
The Toy Book features incredible toys and gifts from brands like
LEGO, L.O.L. Surprise!, Barbie, Hot Wheels, Play-Doh, Hasbro Gaming, and Osmo
—plus movie and TV characters from Star Wars, Marvel,
Disney Junior, Blue’s Clues & You, and Blippi.
LEGO, L.O.L. Surprise!, Barbie, Hot Wheels, Play-Doh, Hasbro Gaming, and Osmo
—plus movie and TV characters from Star Wars, Marvel,
Disney Junior, Blue’s Clues & You, and Blippi.
As smaller gatherings became the new normal, we saw an increase in overall sales in board games, puzzles and family activity games.
Amazon hit new highs in sales and number of products shipped during the 2020 holiday season.