Forget Playing With Toys: Kids Can Play With the Catalog

Get out your crayons and mobile phones. The Toys"R"Us holiday catalog drops this week. At 96 pages, "The Great Big Toys"R"Us Book of Awesome" is its biggest issue ever and includes interactive elements for the first time. "The Big Book, as we call it internally, is done every year, but this is a significant revamp of the catalog," said Rich Lennox, Toys"R"Us chief marketing officer. "What we've done is add more pages, a lot more product authority, interactive virtual reality and lifestyle spreads. We felt over time, it had become a little bit too much of a sales promotional vehicle and it had lost some of its magic."