Kauffman said Camp's stock sold out within 48 hours. The toy - which prompts kids to mix a variety of ingredients that bubble and mist, and then wave a magic wand to reveal an interactive creature - has landed on several lists of must-have holiday toys. It recently teamed with Moose Toys to help it launch Magic Mixies. "We have a high-margin line of business in ticketing, as well as a high-margin line in sponsorship," Kauffman said.Ĭamp also collaborates with toy manufacturers and brands to market-test products. Since the company isn't soley reliant on thin margin toy sales, Camp's stores are more likely to be profitable, he said. But behind another door, kids can roam around a sprawling playroom that features rotating and themed experiences, including a lava interaction and another sponsored by "Paw Patrol."Īccording to Kauffman, Camp derives its revenue from three different streams: brand sponsorships, ticket sales for rotating experiences and merchandise transactions. The front of the shop looks like a traditional toy purveyor: Shelves of puzzles, Lego sets and L.O.L Surprise dolls, coupled with sweet treats. "But we are needle movers in terms of taste-making and basically putting a stamp of 'this thing is cool.'"Ī trip to one of Camp's stores is a unique experience in and of itself. "We aren't big needle movers for toy vendors in terms of volumes, just yet, because we don't have enough locations," Kaufman went on. Walmart, Target and Amazon are driving the majority of share." "Right now, the toy industry is even more consolidated. He's also the former chief marketing officer at BuzzFeed. "When Toys R Us operated, the toy industry was, for the most part, Toys R Us, Walmart, Target and Amazon ," Camp CEO and founder Ben Kaufman said. Three more expect to open before the end of the year, and by the end of next year, it expects to double its store count. It will mark Camp's seventh location, joining ones in Manhattan, Dallas, Los Angeles, and Norwalk, Connecticut. On Tuesday, Camp is opening a store in the former Toys R Us shop at Garden State Plaza mall, which is operated by Unibail-Rodamco-Westfield. And the upcoming holiday season will put Camp's business - part experience, part toy retailer - to the test. New York City-based Camp hopes that its approach is better than that of Toys R Us, too.
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