TRU Brings Holiday Catalog to Life

Mass toy retailer Toys ‘R’ Us readies its annual gift guide.

Toys 'R' Us annual gift guide and holiday catalog, the Great Big Toys 'R' Us Book of Awesome, will come to life through augmented reality for the first time ever this year.

The 96-page toy compendium is compatible with the company’s new app "The Geroffrey Shuffle," now includes an augmented reality experience that lends new dimension to featured toys.

The catalog will begin arriving in homes this week, with an abbreviated version available online and in local newspapers across the U.S. this Saturday.

“The arrival of the Great Big Toys 'R' Us Book of Awesome marks the kickoff of the time-honored tradition of children eagerly studying pages upon pages of the year’s hottest toys, curating their must-have lists for Christmas morning,” says Richard Lennox, senior vice president, chief marketing officer, Toys 'R' Us U.S. “Within the book, we created eight interactive lifestyle spreads that show the breadth of our assortment and make bold statements for some of the brands most beloved by kids.”