This Manhattan Toy Store Wants to Babysit Your Kids
Experiences are great, but key to Camp’s success is getting patrons to make purchases in-between playtime.
A child rides a rocking horse at the Camp store in New York, U.S., on June 4.
Photographer: Gabby Jones/BloombergFrom its windows on Manhattan’s Fifth Avenue, Camp looks like a regular upscale kids’ boutique with books and stuffed animals. But behind a secret door is what owners say is the key to selling more merchandise.
Camp, which opened in December, is a 10,000 square-foot playground that brings the whimsy of summer camp indoors: Kids can jump on trampolines, plant seeds in pots and sculpt veggies out of Play-Doh in arts and crafts sessions. There are slides, driving games and music from the likes of Lady Gaga blasting overhead, plus—let’s not forget it’s retail—goods for sale.