Are Millennial parents ready for experience-based retail to return? Toy retailer Camp, which has a “part experience, part retailer” approach, is betting they are. In the lead up to the holidays the brand is doubling down on in-store adventures, taking over a former Toys R Us store in New Jersey. The location will be their seventh, and they’re planning to double their store count by the end of 2022. Camp’s unique approach allows kids to play with products in-store, providing playrooms, activities, and even brand-sponsored experiences. YPulse’s Playtime trend report found that 86% of Millennial parents agree that buying toys in a store should be an experience, so Camp’s biggest challenge will be timing their expansions in tandem with this group’s increased comfort levels with in-person activities. (CNBC)
