In 2018, as Toys R’ Us filed for bankruptcy and retailers struggled to bridge the gap between in-store and online shopping, Amazon launched its inaugural Holiday Kids Gift Book.
The book offered an imagination-fueled experience that kids could hold in their hands and revisit throughout the holiday season. Simultaneously, it served as a seamless bridge that guided families toward online purchases.
Today, the Kids Gift Book is a cultural touchstone and holiday tradition.
At Artisan Colour, our roots in catalog production run deep, stretching back to when we first opened our doors for business in 1998. As print professionals and catalog veterans, partnering with Amazon to work on the 2024 Holiday Kids Gift Book was both exhilarating and enlightening.
We're also Amazon customers who have watched our children beam with joy as they create their holiday wish lists from the book.
This duality of experience—as both contributors and participants in the book’s magic—has given our team a unique perspective on the power (and possibilities) of print catalogs.
The Evolution of Connection: A Catalog Veteran's Perspective
“The Amazon Holiday Kids Gift Book is a beautiful example of print’s ability to connect and evolve.
Take the mail-order catalogs of the past, for example.
In the days before the internet, consumers' shopping options were largely confined to their local area. Mail-order catalogs, like those from Sears and Montgomery Ward, democratized shopping by offering a diverse range of products at competitive prices, regardless of geographic location. They particularly benefited those in rural areas, who had limited access to the variety of goods available in urban retail centers.
As the internet emerged and evolved, so too did the role of print catalogs.
Today, print catalogs serve a dual purpose—a purpose that has become a key component of modern integrated marketing strategies.
Print catalogs invite people to absorb, understand, and connect with a brand at their own pace—while also offering the convenience, speed, and ease of online purchasing.
For retailers, this creates a genuine, meaningful connection between buyer and seller—a connection that is in high demand these days yet increasingly difficult to achieve.”
–Doug Bondon, CEO and Founder of Artisan Colour
Creating New Traditions: Family Time in the Digital Age
Tyler Holliday, Vice President of Growth at Artisan Colour, explained how the Kids Gift Book has become a source of joy and connection in his household.
"When the Kids Gift Book first arrived in the mail a few years ago, I was beyond excited to look through it with the kids. I hadn’t received a catalog in my mailbox in years.
Though I was pumped to receive it, I never expected the book would have such an impact on our family dynamics. It has been a focal point for quality holiday time with my kids. And, let’s be real, my last name is Holliday. It’s only natural that my kids call it the ‘Holliday holiday book.’
But what I love most is the conversations I have with my daughters as we go through the book together. The conversations range from lighthearted to deeply insightful. I've learned the most fascinating things about their interests, their reasoning, and even their values.
It's remarkable how the Kids Gift Book can create such meaningful family moments. For us, it's become a small but significant part of our lives, one that I've come to truly appreciate.”
How the Amazon Holiday Kids Gift Book Preserves the Magic of Santa
Michelle Burson, Director of Marketing at Artisan Colour, shared why she loves the book’s ability to preserve the magic of the holiday season.
“The moment Halloween decorations appear, my kids start asking when the ‘Santa Present Book’ will arrive from the North Pole.
Once the Kids Gift Book arrives, we all sit together and go through every single page.
Then, we go through it once more, only this time, each kid is given a different color marker to make it easy to identify who wants what.
My little ones, still believing in Santa, rush to finish their wish lists so I can send the book back to the North Pole and Santa can start working on their toys.
What truly warms my heart is seeing my older kids join in this tradition wholeheartedly. It's like the book preserves the spirit of Santa for just a little longer, even though the older kids are in on the secret.”
About Artisan Colour
Since our beginning in 1998, Artisan Colour quickly earned a reputation as one of the nation’s top print, catalog, and color management companies.
Over the past 26 years, we have continuously invested in innovative solutions and expanded our service offerings to provide comprehensive solutions designed to build brands and grow businesses, including:
- Commercial Printing: Marketing collateral, catalogs, branded packaging, vehicle wraps, personalized printing, and specialty printing.
- Signage and Branding: Business signage, wall and window graphics, indoor and outdoor banners, trade shows and events, retail displays, and wall wraps.
- Direct Mail Marketing: Direct mail campaigns, personalized direct mail, mailing lists, and Informed Delivery.
- Marketing Fulfillment: Web-to-print, warehousing and storage, inventory management, kitting and assembly, and promotional products.
- Color Management: Prepress, premedia, online image libraries, photography, graphic design, image retouching, and color management.
- Digital Marketing: Digital marketing strategy, graphic design, website design, content marketing, SEO, social media, software integrations, and Hubspot ecosystem management.
While our suite of services has expanded over the years, Artisan Colour’s commitment to quality and craftsmanship remains unchanged—ever driven by the artisan ethos that marked our beginning.
We have earned the trust of brands across the nation, including Nieman Marcus, Patagonia, and Amazon.
We can’t wait to earn your trust, too.
Contact our team of artisans today to learn more about what we can do for your business.
