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04/08/2022

Experiential retailer Camp does Disney

Marianne Wilson
Editor-in-Chief
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Camp will unveil its latest themed experience, “Mickey & Friends x CAMP: An Extra Big Adventure,” at its New York City flagship in May.

Camp, which describes itself as a family experience company, is collaborating with a company that knows more than a little bit about family entertainment.

The experiential retailer, which combines shopping with themed hands-on activities, is partnering with Disney to open “Mickey & Friends x CAMP: An Extra Big Adventure," at its New York City flagship on Fifth Avenue. The interactive collaboration, which will open on May 28th, is the first of several Disney-themed experiences that Camp will launch in 2022 and travel to other Camp locations later this year and beyond.

Families at the Mickey experience will be guided by a Camp employee (“counselor” in Camp speak) through a narrative-driven adventure that will offer plenty of interactive entertainment and numerous photo opportunities. It promises a “larger-than-life adventure where families climb, zip, slide, bounce, dance, and work together to save the day.”

In addition to the experience, Mickey & Friends merchandise, including clothes, blankets, drinkware, jewelry, eco-friendly toys more will be for sale, on-site and on Camp’s website.

“We are excited to bring a splash of Disney magic to our CAMP families, with an extraordinary adventure right in their own backyard," said Ben Kaufman, co-founder and CEO of Camp, which was honored as one of Chain Store Age’s2022 Breakout Retailers. “There is no icon or group of characters in history that transcends generations and connects families and friends more than Mickey & Friends. Collaborating on this project with the team at Disney has been a dream come true."

Camp’s newest location, at Burlington Mall in Burlington, Mass., opened in January will be a Paw Patrol-themed experience. It was developed in partnership with global children's entertainment company Spin Master.

Launched in December 2018, Camp operates eight retail locations in ConnecticutMassachusettsNew YorkNew Jersey and Texas. It is set to open in Los Angeles later this month. 

[Read More: Camp hires former HBO marketing chief; plans to ramp up expansion]