Amazon has announced it is sending out a printed toy catalogue to millions of households. This follows the collapse of Toy R Us in the last year, which clears the way for the online retailer to reach for that niche in a big way.

The catalogue is called “A Holiday of Play” and will feature 70 pages of Amazon’s “favourite picks for every baby, kid, tween, and teen.” This is a first for the company which has relied on other advertising media to get the word out.

The online giant has modified the traditional format of a printed catalogue though – there are QR codes inside that customers can scan to visit the exact pages of the SKUs it has on offer.

Featuring major brands like VTech, Lego, Little Tikes, and Hotwheels, the Amazon catalogue is also believed to be heavily promoting the Echo Dot Kids intelligent speaker it has recently launched.

It is not known whether customers outside of the US will receive one, with the story broken there last week. It is often that the firm tests a concept stateside before going global at a later stage.

In a statement Amazon said, “Amazon is excited to offer a new way for customers to shop for toys this holiday season.”