Goodbye endless toy aisles, hello experiential retail.

Goodbye endless toy aisles, hello experiential retail. As toy brands like Lego and Camp redefine the toy shopping experience, playtime is becoming the key to engaging with toy enthusiasts of all ages. Lego’s newest store in New York not only features massive 3D models and a “Tree of Discovery,” it includes digital experiences like a “minifigure factory,” an AR “brick lab,” and a storytelling table where consumers can learn how the Lego design process works. Known as the “family experience company,” Camp has put playtime at the center across its six locations, which boast themed experiences and areas for families and their kids to hang out while they shop. Experiential retail is “at the heart of the best toy stores,” according to Michael Brown, who also notes that the lack of experiences at specialty toy stores like Toys R Us caused them to fall behind in the industry. YPulse’s Playtime trend research found that the majority of Millennial parents say buying toys in a store should be an experience, and Lego and Camp are winning their hearts. (Retail Dive)