TECHNOLOGY

Digital marketplace giant goes offline to sell holiday toys

BY Deena M. Amato-McCoy

eBay is banking on an old-school favorite and a pop-up experience to lure toy shoppers this holiday season.

The digital marketplace is mailing out its first-ever printed catalog. The holiday “Toy Book” features “rare, retro and right now” toys and games. (Merchandise is so vast that it features this season’s Bumblebee Transformers alongside a first-generation Transformers set that sells for $100,000.) eBay’s printed catalog can be viewed here.

The company is also bringing its Toy Book to life through a pop-up location in New York City, from Nov. 16 through Nov. 20. The store, located at Chelsea Market on Ninth Avenue, will feature an interactive experience where kids can play with the top toys of the season as well as those from the past, and vote for their favorites.

The catalog’s launch comes on the heels of a similar move by Amazon. Earlier this month, the online giant started mailing its first-ever printed catalog, called “A Holiday of Play.” The lookbook, which features more than 1,400 toys and games for babies, children, tweens and teens, was sent to a reported millions of homes this holiday season.

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