In Brief

In time for the holidays, the online pop-culture publication is launching an experiential Manhattan toy store designed for millennial families that will feature rotating themes and stock

News and entertainment outlet BuzzFeed is setting up a New York City shop catered toward the millennial family. Called Camp, the experiential store will feature products for millennials starting families, and will rotate its merchandise about every two months.

Camp will offer toys, clothing and a cafe created in partnership with Milk Bar, trendy New York-based bakery owned by world renowned pastry chef Christina Tosi. The location’s design will resemble that of a general store with a few special additions, including an event space accessible through a secret doorway and holes in the walls where children can find mystery products and toys.

BuzzFeed CEO Ben Kaufman intends for Camp to give people a reason to visit stores during the age of online shopping, offering an interactive environment designed to entertain. Camp will be opening on December 14, just in time for gift-giving season.

BuzzFeed

News and entertainment outlet BuzzFeed is setting up a New York City shop catered toward the millennial family. Called Camp, the experiential store will feature products for millennials starting families, and will rotate its merchandise about every two months.

Camp will offer toys, clothing and a cafe created in partnership with Milk Bar, trendy New York-based bakery owned by world renowned pastry chef Christina Tosi. The location’s design will resemble that of a general store with a few special additions, including an event space accessible through a secret doorway and holes in the walls where children can find mystery products and toys.