June 7, 2010, 4:38 PM

Fat Brain adds another channel

After eight years online, Fat Brain Toys is getting into the catalog business.

Internet Retailer

Web and store-based retailer Fat Brain Toys is getting into the catalog business.

Fat Brain, which has been selling educational toys and related items online since 2002 and is No. 442 in the Internet Retailer Top 500 Guide, sees a catalog as a way to round out its sales channels and reach out to customers who like print with the option to place an order online, the company says. "While this is a market we've been analyzing for a while, it's our customers who have really pushed us in this direction,” says CEO Mark Carson. “Despite the digital world we live in, catalogs still serve as a vital conduit for reaching the masses."

The new catalog, which the retailer planned to mail this week, features about 150 products from 40 manufacturers. While the company didn’t disclose specifics, a bigger edition is planned for mailing during the holiday shopping season.

Fat Brain, which generated Internet Retailer-estimated web sales of $14.4 million in 2009 and carries an online inventory of about 6,000 products, says all catalog operations will be performed in-house, including fulfillment. "While producing a physical catalog may be new for us, we've been building the infrastructure for nearly eight years," says Carson. "We couldn't be more excited to acquaint millions of new prospective customers with the Fat Brain Toys experience."

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