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Amazon Takes a Page From Toys ‘R’ Us With a Holiday Catalog

  • Move is part of push to gain market share of defunct toy chain
  • Printed toy guide to be mailed and handed out at Whole Foods
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Amazon to Print Holiday Toy Guide
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Amazon.com Inc. is looking more and more like a traditional retailer.

In a drive to win the business up for grabs after the demise of Toys “R” Us Inc., the online giant is going conventional with plans to publish a holiday toy catalog, according to people with knowledge of the strategy. The printed guide will be mailed to millions of U.S. households and handed out at Whole Foods Market locations, the grocery chain Amazon bought last year, said the people, who asked not to be named because the plan isn’t public.