Toy Catalog Printing Services
In an era which social media dominates, The largest toy companies, manufacturers, and distributors still rely on toy catalog printing services, direct mail, and other printing services to generate revenue through the consumer sales funnel. Consider this, Toys R Us accounted for around 12 percent of the estimated $27 billion total toy sales in 2017. As the toy industry is evolving new players are emerging and using print to capture newly available market share.
Unbeknownst to anyone, the digital-first company “Amazon” wants them. Amazon decided to go retro launching it’s first ever printed toy catalog. Mailing out its first-ever print toy catalog, distributing a robust 68-page toy catalog, just like the one, Toys R Us used to be known for.
Other major toy companies are following suit looking to utilize toy catalogs, lookbooks, and pre-media printing services to help add to the bottom line contribution margin. Companies looking to replicate this strategy have turned to Southern California graphics as a strategic distribution partner as the print vendor on the west coast. In the hub of Los Angeles, and the last standing commercial printing, Southern California Graphics is a leader in color management, file and print distribution, winning printing company of the year in 2018 by the PIAC for various categories.
A major part of toy companies profitability comes down to logistics. Since printing is an international service, finding regional print partners or sourcing partners will help mitigate the price of shipping & logistics, making print a viable option to capitalize on market share. SCG is a leading Commercial Printing & Large Format printing company who has managed print services and retail store display campaigns over the last 40 years.
Largest Toy Companies Printing Strategy
In 2018 Google released the top phrases people are looking for. Not surprising, the biggest named brands in the Toy industry have a tremendous amount of search volume for people still looking for the toy catalog. According to Google,
Toy catalogs give consumers the opportunity to generate awareness, while still leading to a higher volume of online sales. Major brands and toy manufacturers continue to thrive using toy catalogs as a central marketing source to produce word of mouth awareness. As the smaller toy companies try to compete against the big boys, sending direct mail assures that your digital catalog (aka your website) has a stable amount of traffic.
So what is the demand for toy catalog printing?
Even as the digital community is trying to give away catalogs for free, USERS are requesting the toy catalog to be sent to them directly. Replacing the tangible item is easier to conceptually when the reality is that people of all ages who have commented on this page have requested for them to get a printed copy.
Even as more and more retail pivots to online shopping, big companies are looking at the advantages of catalog printing, Los Angeles print companies well positioned to offer their support. Amazon is putting out a toy catalog in anticipation of the holidays. Industry speculation is that they’re trying to capture the section of the market vacated by Toys ‘R’ Us after their collapse in early 2018. With the defunct toy retailer pulling in $6.5 billion over 2017, a significant amount of that in the last quarter, it’s a power play for the hearts and minds of Generation Z by America’s biggest online retailer.
Toy catalogs have for decades played a huge role in hyping the holidays for children and their parents alike, stoking excitement about possible presents. Toymakers would even coordinate their marketing pushes to coincide with the distribution of the Toys ‘R’ Us ‘Big Book’. It’s heartening to see that, in spite of shifting markets and failing retailers, some things stay the same.
How Amazon is Transforming The New Toy Catalog
The lesson that other companies can take from this is that even if the retail market is shifting, with large retailers like Walmart bending to a more online-oriented strategy and others like Sears and Toys ‘R’ Us going out of business, there is still a place for brochure printing, Los Angeles or beyond. Amazon’s distribution method is multilateral. As well as giving out catalogs at their 460+ Whole Foods locations, they will be mailed out to millions of US households. Walmart and Target will also be distributing their versions of the ‘Big Book’.
AMAZON’S HOLIDAY TOY CATALOG IS ADVERTISING ALL CONSUMERS ACTUALLY WANT
If these national brands are seeking to capitalize on the power of print, how can you do the same for your company? Leveraging print has never been easier, with the availability of graphic design and availability of printing Los Angeles, CA companies enjoy. There are a number of strategies that smaller companies can employ to get ahead with the power of print marketing.
Catalog Printing, Fulfillment & Distribution Services
Substitute toy catalog for whatever it is that your company want to put in a catalog, obviously. Seriously though, for direct mail, Los Angeles is an excellent proving ground. There’s plenty of neighborhoods you can try out your marketing strategy with, many with their own distinctive demographic mix. There are plenty of direct mail services Los Angeles has to offer, and an experienced LA printing company like Southern California Graphics can provide high quality.
One of the benefits of big data is that personalizing direct mail and targeted messaging is so much easier. By combining personalized direct mail, email marketing, and other avenues, high-quality engagement can be fostered, as opposed to scatter-shot campaigns that result in poor levels of interest.
Strategic Purchasing & Logistics Partner
With the way that consumers shop still in flux, and lines between online merchants and brick-and-mortar retailers blurring, opportunities for companies that can adapt and excel in this liminal space abound. Southern California Graphics is ready to help you stake out a piece of the action for yourself, be that producing the definitive Los Angeles brochure for edibles, car parts, protein powders, or even something else!
If you’re interested in learning more about how Southern California Graphics can work with you to improve your print media, get in touch now! Say hello, we look forward to hearing from you!
