Prime members, check your mailbox. Our first KCL staffer just got the Amazon Toy Catalog in the mail on Sept. 30 , which is the same day it landed in our mailboxes last year.
Amazon mails out the Amazon Toy Catalog (officially called the Amazon Kids Gift Book) every year in late-September or early-October, just in time for your kid to circle all the stocking stuffers and holiday toys they want from you and Santa. Prime members usually get the catalog in the mail automatically, but if you don't (or you're not a Prime member), we've got the details on how to get your hands on one. In the meantime, you can download a copy online.
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The Amazon Kids Gift Book is an annual catalog with the hottest toys of the year, plus games, activities, and a freebie.
The Amazon toy catalog is a physical book that includes hundreds of toys and gifts for kids. Yes, it's a marketing tactic for Amazon, as the book usually has some kind of wish list that encourages kids to tell their parents and Santa what they want. But the books are also usually packed with free entertainment for kids: crafts, cut-out masks, and mini-activities.
The 2025 book's title is "Every Thing for Every Adventure," and it contains the following:
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A QR code that gets you free-to-play digital games and free Roblox wearables
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Gifts organized by price point, including options starting at under $10
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Free stickers
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Free games
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A free coloring page
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A page for your kids to write their wish list
The toy catalog usually contains a digital freebie — this year, it's free wearables for a Roblox avatar.
The 2025 toy catalog contains a QR code to scan to unlock free wearables for your Roblox avatar. The value of this freebie comes more in the exclusivity of having a limited-time in-game wearables and has no cash value.
In 2024, code YEAROFTHESQUAD got you a free character (Suri the Pink Cow, to be exact) in Squishmallows on Roblox (a game where kids collect digital Squishmallows and build homes for them).
In 2022, you could scan a QR code for access to a game that earned you free items in Roblox. In 2023, the book came with free stickers.
If you don't get the Amazon toy catalog, you can usually order a copy online or get one at an Amazon Fresh store.
Many Prime members get the book automatically as early as the last week of September. If you don't get one, here are your options (based on how Amazon has offered the catalog over the past few years).
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Those who aren't among the lucky snail mail recipients can usually order a catalog for free online, in English or in Spanish. A few weeks after the catalog initially goes out in the mail, a link usually becomes available on Amazon for everyone else to order it. We'll share the order link right here when it goes live ; last year the online order link went live Oct. 21. If you're a Prime member, it ships for free. If you're not a Prime member, you'll need to pay for shipping (in 2024, that was $6.99).
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In 2024, you were able to pick up a catalog (while supplies lasted) for free at an Amazon Fresh store. Non-Prime members can shop at Amazon Fresh stores too, so if you're not a Prime member and live near an Amazon Fresh location, this could be a good way to get the toy book without paying for shipping on the book.
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You can also view and print a digital copy online (the whole book or just the activity pages).
When does the Amazon Toy Catalog drop?
Over the past few years, the Amazon Kids Gift Book has dropped on various dates in September and October.
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2025: Sept. 30 (in the mail)
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2024: Sept. 30 (in the mail), Oct. 21 (online order)
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2023: Oct. 2
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2022: Oct. 17
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2021: Oct. 14
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2020: Oct. 26
Given the early start of the past couple years, we suggest checking your mailbox the first week of October.
KCL TIP: Retailers have been getting an early start with their Black Friday sales in recent years.
You can shop the Amazon Toys We Love List online.
If you'd prefer an online shopping experience, you can check out Amazon's Toys We Love List, which usually comes out earlier than the catalog (it dropped on Sept. 15 in 2025). The Toys We Love list includes products handpicked by Amazon pros, arranged by age and category.
Related: Use these hidden ways to find Amazon discount codes .
Scan the QR codes in the bottom corners to see the toys online.
When you scan the QR code on a page, it’ll take you to the online version of what you’re looking at in the toy catalog. Scroll through the pages, tap on products, and easily add them to your Amazon cart.
Or you can handwrite your favorites (or have your kids list their most-wanted toys) on the included tear-out that's usually on the first page of the catalog.
Related: Looking for more freebies? Check out all the best ways to get free stuff on Amazon .
Let your kids explore all the mini-activities scattered throughout the pages.
Inside the book, you’ll find a bunch of crafts, puzzles, and games for kids tucked into the many pages of top toys. The 2025 book contains the following:
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Free stickers
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Free games
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A free coloring page
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A page for your kids to write their wish list
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