Camp wants to be America’s favorite place for toys. Selling them is secondary
that offer an hour-long immersive experience at a cost of $20 for adults and children 4 or older. A gift shop features mostly toys from brand partners who keep all the proceeds. The chain, once the undisputed king of toys, primarily keeps the money it collects from ticket sales, and unlike Camp, they pack up and move locations every three to five months.
“He had a blast. To be at a toy store where things aren’t off-limits, and kids can play and try stuff out makes a huge difference,” said McDowell, who left without spending a dime. What she did do is make a list of the toys her son liked and plans to buy several of those items for him for Christmas, probably from Amazon. She pledges to someday return and buy from Camp, though, which she said is a bit of a trek from her Washington Heights home.
A child rides a car on an elevated racetrack in the middle of the flagship store. Camp has tapped former Broadway designers to create its themed sets, which it expects to last through runs at eight different stores.“The model is very different,” says Juli Lennett, a toy analyst at NPD Group. “But the general idea is the more time you spend in the store, the more money you spend.”
His idea for Camp was to create a hands-on, immersive store that is more playground than shop. It updates its look and feel with a new theme every few months and offers a rotating selection of thousands of toys to play with. It also runs up to seven activities a day—like sing-alongs, yoga or arts and crafts, and date-night drop-off services—that last anywhere from 45 minutes to three hours and cost up to $60 per child.
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