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Traditional retail is out and experiential retail that’s fun and Instagramable is in. Camp, a new 10,000-square-foot toy store in New York, is not only selling toys, it also has workshops, in-store activations and interactive areas for kids to try things out in an environment wholly different from that of the now-defunct Toys R Us.
“It really felt like there was no other category was kinda ripe for the mixture of merchandise and media and a play experience like the toy category,” said Ben Kaufman, BuzzFeed’s chief commerce officer and Camp’s CEO.