How Retailers Like American Girl Create Destination Shopping Experiences
Learn how toy brands use technology and immersive attractions to build more entertainment and interaction into the in-store experience
Brands are creating immersive shopping experiences for customers to enjoy in-store experiential activations, programming and special events, enabling them to be entertained while trying out products or forge new relationships with brands.
Toy retailers in particular are inviting the consumer into the store with the promise of an experience beyond the transactional. Here's how leading brands are marshaling in-store activations that make the physical retail setting desirable and fun for shoppers to experience:
Camp is a toy store near Manhattan’s Union Square, where the decor and merchandise is overhauled every few months. Retail cycles will be thematic and the back of the store will be dedicated to Instagram-worthy experiential concepts.
Digital lifestyle brand Fatherly’s The Playroom features the 100 Best Toys of 2018, as well as a LEGO art gallery for kids to display their creativity, and a littleBits workshop designed for visitors to discover their inner superhero. The Playroom features an activity schedule filled with musical performances, storytime and arts & crafts that will entertain parents and kids alike.
Iconic toy retailer FAO Schwarz reopened its doors in New York City with a playfully immersive retail experience with magicians, demonstrators, and employees dressed as toy soldiers and other childhood classics.
The American Girl Rockefeller Plaza store designed experiences that engage guests before, during and after their day in the store, using technology and in-store experiences. The space features an American Girl Salon, where dolls are primped by professional stylists, with a technology interface so little girls can virtually select the hair style, nail color and earrings for their doll while waiting. Kids can also create their own doll, either online before arriving at the store so the doll is ready and waiting or in the store’s Create Your Own Design Studio where they can choose the doll’s hair style, eye color, with or without freckles and more.
These are just a few examples of how toy brands a curating destination shopping. For more examples, download PSFK's Building The New Toy Experience report.