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Toymakers depend on Amazon for holiday survival

Wonder Workshops "dash" robot. Photo: Mark Lennihan / AP

Wonder Workshop, maker of the kid-friendly, programmable robots dot and dash, which were runaway hits two Christmases ago, is back with a new offering this year — and it tells the Wall Street Journal that it's going all-in on Amazon's Launchpad program in the hopes of making the 2017 holiday shopping season a success.

Why it matters: Toy manufacturers used to rely on their relationships with brick-and-mortar retailers — and the negotiated placement and display of their products on store shelves — to drive sales during the all-important holiday season. But Amazon's dominance of the growing share of online sales has made adopting an Amazon-first strategy a no brainer for many toymakers.