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BuzzFeed to open a toy store—with a twist

Online news and quiz site BuzzFeed is going to try its hand at physical retail.

The company will open a toy store called “Camp” in Manhattan’s Flatiron District later this fall, reported the New York Post. The 11,000-sq.-ft. store will sell toys in the front, while the back will be set up as a related “experiential” area designed for social media photo sharing.

In a twist, Camp will change its theme and overhaul its merchandise several times a year, which is similar to a strategy pioneered by another Manhattan store, Story, which reinvents itself every couple of months. Rachel Schectman, founder of Story, is serving as an advisor on the BuzzFeed retail project, according to the Post. (Story was acquired by Macy’s In May.)
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