Fat Brain Toys, an online and brick and mortar retailer of educational toys, is making its initial foray into direct mail by launching a catalog. Due to arrive in mailboxes this week, the catalog will feature about 140 products from 40 different manufacturers.
Mark Carson, owner of Fat Brain Toys, which is an eight-year-old company, said he decided to branch out to printed catalogs in response to customer requests.
“For years, we’ve been hearing comments [from customers] saying they only wish they had known about us sooner,” he said. “We realized that in order to build a truly recognizable brand, we needed a more proactive marketing component. A catalog fit the bill for us.”
Production of the inaugural catalog, which was created in-house, took four weeks. Plans are in development for a second catalog to roll out around the holiday season.