Amazon Holiday Toy Book
Art Direction, Editorial and Layout Design
I led the design of the 2023 Amazon Holiday Toy Book, Holiday Dash, a fully illustrated interactive race across a wintry landscape. The goal was to deepen emotional resonance while keeping product discoverability central, transforming the Toy Book from a catalog into a collectible storytelling experience.
Title
Amazon Toy Book
Focus Area
Editorial design
Storytelling & character development
Visual system design
Commercial + editorial integration
Contributions
Directed overall layout and visual mood
Build grid system balancing merchandising and narrative
Expanded holiday palette with custom typography
Integrated illustration, imagery, and thematic design
Release
Launched as Amazon’s Holiday Toy Book 2023 (Holiday Dash)
Background
Now a holiday tradition for families, the Amazon Toy Book is more than a catalog—it’s a moment of magic in the mail. For 2023, the brief was to deepen emotional resonance while keeping product discoverability central. The result was Holiday Dash, a fully illustrated, interactive race across a wintry landscape, led by a beloved cast of woodland characters.
Design System
The layout was built on a structured but flexible grid, accommodating both high-density product merchandising and quiet moments of narrative. A balance of whitespace, bold headers, and thematic color blocking created rhythm across the book.
Typography
Hand Lettered inspired titles added childlike energy and direction
Color
A returning holiday palette was expanded for depth and seasonality
Imagery
Clean, isolated product shots paired with illustrated overlays to create harmony between commercial and editorial content
Tone
Whimsical but not juvenile, aimed at both kids and the adults who shop for them
Impact
The project laid the foundation for a scalable storytelling system. The response was overwhelmingly positive positioning the Toy Book as a commercial asset and one of Amazon’s most emotionally resonant brand expressions.
