sector: Toys
district: Union Square
110 5th Ave, New York, NY 10011, United States
In a nutshell
A reimagining of a toy store: child-centred, but adult-savvy. Combines the theatre of a 'secret behind the scenes' area and incredible staff, and a buzz like an affluent Soft Play afternoon.
In their words
"Camp is a Family Experience Store
Inside Camp are rotating themed experiences.
Every surface is a seamless blend of play and product."
Visit Field notes
This used to be one of the most radical and "wow" stores. The "secret door" was a hinged built-in shelf unit that would rotate to give access to a magical and enormous 'hidden room'. That room was a zoned toyshop with an open-box-and-experience approach, along with a soft-play-meets-car-track experience in the middle. In recent years the toy-play-centred approach has been supplanted by a theatrical approach - access to the secret room is for programmed, ticketed events, often collaborations with media titles (over winter 2024 it was a Bluey collaboration). Consequently the store is not currently a 'wow' for casual visitors, but the impact on children and their parents (with bookings!) is still work seeing. Sign up to their membership programme to see the excellent comms and how they build excitement and community year-round.
Other Reading
Buzzfeed: https://www.buzzfeed.com/louisekhong/camp-toy-store-nyc
New York Times: https://www.nytimes.com/2019/12/19/nyregion/toy-store-camp-nyc.html
LAST VISITED
21/11/2024
Added
2019
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