Despite Amazon being an online retailer, the retail giant has kept the time-honored New York tradition of creating holiday window displays alive. Inspired by its 2025 Amazon Holiday Kids Gift Book, the company created a festive experience at the entrance of its New York landmark, 424-434 Fifth Avenue.
The display windows also pay homage to the past. Amazon acquired Lord & Taylor’s Manhattan flagship in 2020 and opened its New York landmark office in 2023 — the 11-story, 650,000-square-foot building first opened in 1914, making it one of the first U.S. department stores, and is a designated a city landmark. Lord & Taylor famously created holiday window displays for the public since 1935.
With its seventh annual Amazon Holiday Kids Book, Amazon created an original story with characters and featuring a wide selection of more than 700 gifts and toys, in English and Spanish, shipped out to millions of customers in October. This year’s theme was “Share the Joy” and was illustrated by Laura C. Moyer.
Eugene Gologursky/Getty Images for Amazon
Notably, the company is also integrating Roblox in this year’s gift book — Amazon’s holiday-themed Roblox experience allows kids to play mini-games, collect exclusive digital items and includes a shoppable QR code inside the book for a free Squishmallows character on Roblox.
The retailer giant said the creation of the physical display of the book also brings the book’s characters to life — allowing kids and families to continue to immerse themselves in the joy of New York’s holiday magic, discover gifts and celebrate the season.
The window display is a physical manifestation of the 2024 Amazon Kids Gift Book and a way to bring the book’s beloved characters to life. Amazon’s window displays will connect with kids and families to immerse themselves in the joy of holiday magic and discover ways to gift and celebrate through the season. Each window display will also include a QR code to allow customers to shop for products from the 2024 Holiday Kids Gift Book directly.
“Our holiday window displays are a celebration of the joy that this season brings, brought to life through the lens of this years’ Amazon Holiday Kids Gift Book,” said Jo Shoesmith, vice president and global chief creative officer at Amazon. “Just like the Gift Book helps families discover the perfect gifts, our windows are designed to spark excitement and inspiration. We’re thrilled to bring these windows to life in New York City, home of so many of the most iconic and festive holiday window displays.”
