BuzzFeed’s pop-up shop will live on post-holidays, with a focus on brand activations. Branded as a “family experience store,” Camp sells toys and other play-related products, but will also host classes and activities aimed at new moms and kids—with “short term lease” sponsorships by brand partners. Camp minimizes the cost of a pop-up for brands, and those brand activations will act as revenue for the space. The retail endeavor, which will expand to multiple locations in 2019, is just one example of media brands getting into brick-and-mortar commerce. (Digiday)
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