Mike Keane

Edited by Brendan Maher With a one-shot distribution of 56.8 million free-standing inserts in the Sunday paper, the Toys "R" Us Big Toy Book catalog took 85,000 pounds of glue, 11,000 tons of paper and five press sites running for 45 days to make. Pin the enormity of this task with an interactive cover featuring a die-cut cover and slide-out coupon, and the chance for mishap increases. The toy retailer's 25-year relationship with printer R.R. Donnelley & Sons ensured that the Big Book would go off without a hitch. "Toys 'R' Us was interested in doing a high-end interactive device for the cover of

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