Amazon • The Book of Toys

Anne Carrihill | Source: Amazon

Anne Carrihill, Toys and Games Category Leader at Amazon, talks about her supply chain for online orders in the toy book Annual questions and answers on the state of the industry.

The toy book: Amazon sold 1 million toys in the first two weeks after the start of its holiday season in October. How did the company cope with unparalleled demand for online ordering in 2021?

Anne Carrhill: We begin our planning for the season on January 1 to ensure we are ready to deliver an amazing vacation for our guests. As part of this preparation last year, Amazon continued to invest in its supply chain. This included announcing 150,000 additional seasonal fulfillment and delivery positions in the United States and investing in technology to help us better predict what products our customers will want, and where and when they will want to receive them. . We also continued to invest in our transportation capabilities, creating a supply chain designed for an environment where safety, speed and efficiency are essential. We pride ourselves on making our customers’ holiday celebrations easier by offering a wide selection of deals and low prices with convenient delivery and pickup options.

In 2021, we kicked off the holiday season earlier than ever with holiday deals. Throughout the season, we offered customers a variety of ways to discover and shop their gift list online and in-store.

We’ve helped customers jump for joy with Amazon’s 2021 Holiday Children’s Gift Book, On your marks, get set, play, a printed book with over 90 colorful pages of gifts from brands like LEGO, Hot Wheels, Play-Doh, LOL Surprise! and PlayShifu, plus toys only available on Amazon from brands like Osmo, Little Tikes, Barbie, and Hasbro Gaming. The children’s gift book also included activities for family fun, such as a maze, color-by-number section, cardboard craft, postcard, short story, stickers, and more. Customers could also experience the book’s illustrations and characters in augmented reality and bring the forest world to life by scanning the QR code in the book. And families could watch Amazon Original Series Do Re Mi and LEGO Monkie Kidand buy toys and games inspired by the shows.

We have also introduced a digital store On your marks, get set, play Holiday Gift Book for Kids, that customers could explore from their mobile device or desktop. This provided customers with an easy and convenient way to discover and purchase great toys and games for children of all ages and interests.

For customers looking for an in-store experience, Amazon Pop Up locations across the United States provided a whimsical shopping experience for consumers to discover, play with, and buy toys from Hasbro, LEGO, Osmo, Disney, Marvel and Star Wars.


This article originally appeared in the February 2022 edition of the toy book. Click here to read the full issue!

Lucas E. Kelly