Amazon, famed for disrupting traditional retail models, has realised that there is value in traditional print. In the US, the demise of Toys “R” Us Inc. has left a gap in the printed Christmas toy catalogue market – something that Toys “R” Us were renowned for, and which many toy manufacturers timed their own Christmas advertising with. Unlike Toys “R” Us though, Amazon will be using existing infrastructure to distribute their catalogues (their recently acquired Whole Foods Market shops) and will be using the catalogues to showcase their range of toys available online. This is a great example of a tech company realising that there is value in print.