The Amazon Holiday Toy Book is a printed gift guide designed to help families and children discover, engage with, and highlight their favorite holiday gift ideas.
In 2020, amid a global pandemic, the team reimagined the third edition without relying heavily on editorial photography. We pivoted to an illustration-first approach, partnering with Erin Wallace to develop a playful winter-themed storyline and cast of characters — a creative direction that has since been adopted and evolved year over year.
Impact: 28 million copies of a 91-page printed book featuring 500 toys, a custom sticker sheet, a DIY cardboard creation, and a variety of interactive activities for families.
