Camp (often stylized as CAMP) is an American family experience and experiential-retail company. It operates physical locations that combine a children’s toy store with immersive entertainment, hands-on activities, crafts, and themed experiences. The brand primarily targets families with children aged approximately 2 to 10 years old.1

Camp distinguishes itself through a “shop/play hybrid” concept. Rather than functioning solely as a retailer, Camp transforms its stores into destinations where families can play, create, explore, shop, and participate in interactive experiences together. A signature feature of the brand is the “Magic Door,” which serves as a portal from the retail area into large-scale, themed immersive worlds.1

As of 2026, Camp operates 11 locations within the United States, including cities such as New York City, Los Angeles, Boston, Chicago, Atlanta, Charlotte, Houston, Miami, Minneapolis, Philadelphia, and Washington, D.C.1

Camp was founded in 2018 with the objective of redefining the traditional children’s store. Instead of prioritizing shopping transactions, the founders envisioned a space where the visit itself constitutes the primary product.

The concept drew significant inspiration from co-founder Ben Kaufman’s childhood memories of the excitement associated with trips to toy stores. The founders aimed to recreate this sense of anticipation for a new generation while providing parents with opportunities to engage alongside their children.2

This vision merged three traditionally distinct categories:
* Toy retail
* Children’s entertainment
* Hands-on family activities

These elements formed the foundation of Camp’s experiential-retail model.3

Early iterations of the stores were organized around the theme “The Store with the Magic Door.” While the exterior resembled a colorful children’s shop, a hidden door inside led visitors into a separate environment designed specifically for play and imagination.3

Camp was established by Ben Kaufman and Tiffany Markofsky, along with other contributors to the original concept development.

Kaufman, who had previously founded companies such as Quirky, assumed the role of CEO. Markofsky served as a co-founder and the chief communications officer. Their shared philosophy centered on the belief that children and parents required spaces to experience things together, rather than simply purchasing products.2

Camp describes itself as a “family experience company.” Its physical stores integrate retail merchandise with rotating immersive experiences and activities. The concept can be understood as a combination of:

Toy store + children’s museum + themed attraction + craft studio + family entertainment venue

Retail components are deliberately woven into the entertainment experience. Families may browse toys, books, games, and gifts before or after engaging in activities. Camp states that its merchandise is curated, distinguishing it from conventional large-scale toy assortments.1

The Magic Door

The Magic Door represents Camp’s defining brand feature. Visitors enter through the standard retail area, but behind the Magic Door lies a large-scale themed environment that transforms the store into an interactive fictional world.

Unlike traditional theater or cinema, children are encouraged to physically enter and interact with the environment. Depending on the location and current programming, activities may include:
* Exploring themed rooms
* Climbing and sliding
* Dancing and playing games
* Participating in guided activities
* Interacting with characters
* Completing creative challenges
* Exploring environments based on popular children’s entertainment properties

Current experiences have featured properties such as Bluey, PAW Patrol, Gabby’s Dollhouse, and Peppa Pig, with specific offerings varying by location.1

Licensed Partnerships

A key element of Camp’s strategy involves collaborations with major entertainment and children’s brands. Rather than merely selling licensed merchandise, Camp aims to convert intellectual property into physical play environments.

For instance, a child familiar with Bluey can enter Camp and physically explore a version of Bluey’s world, making the partnership more experiential than traditional licensing models. Camp has worked with major entities including Disney, while current programming includes properties like Bluey, PAW Patrol, and Gabby’s Dollhouse.1

Activities

Beyond the Magic Door, Camp locations offer various hands-on activities:

Slime Bar

Children can create customized slime by selecting colors and mixing ingredients under staff guidance. This activity is available across Camp locations.1

Maker Studio

The Maker Studio is a dedicated creative area where children produce crafts and physical creations to take home.1

Splatter Room

Selected locations offer a Blacklight Splatter Room, where children wear protective gear to create artwork by throwing paint in a neon-lit environment. As of 2026, this activity is listed at Charlotte, Miami, and Minneapolis locations.1

Character Events

Camp hosts character meet-and-greets and special events, allowing children to meet characters, take photographs, participate in crafts, and play counselor-led games.1

Despite its focus on experiences, Camp remains a retail business. Stores sell a curated range of:
* Toys
* Games
* Books
* Gifts
* Children’s products
* Exclusive and experience-related merchandise

The company’s philosophy posits that the experience creates the memory, while merchandise serves as a physical reminder of that experience. Importantly, Camp stores are generally open to shoppers without requiring an admission ticket; tickets are only needed for immersive experiences and certain activities.1

Camp’s revenue streams are diversified beyond simple product sales:

1. Ticketed Immersive Experiences: Admission fees for themed experiences behind the Magic Door.
2. À-la-carte Activities: Separate purchases for slime-making, crafts, and splatter experiences, or bundled with visits.
3. Retail: Sales of toys, books, games, and gifts via physical stores and online platforms.
4. Birthday Parties: Packages that position stores as celebration venues.
5. Special Events: Character appearances, seasonal programming, and family events.

This multi-stream approach encourages repeat visits by offering different reasons to return on various occasions. Industry coverage notes that continually changing experiences and programming help sustain engagement.3

Camp stores are designed to blur the boundaries between retail and entertainment. The front portion functions as a conventional shopping environment, while the Magic Door transitions customers into immersive spaces.

The typical customer journey follows this sequence:
Arrival → retail discovery → Magic Door → immersive experience → activities → merchandise → departure

This design positions Camp between a traditional toy store and an indoor family attraction.

Camp primarily targets families with children aged 2 to 10, identifying ages 3 to 8 as its “sweet spot.” The brand deliberately includes parents and adults in the experience, encouraging participation rather than passive supervision. The positioning emphasizes that Camp is intended to be something families do together.1

As of 2026, Camp lists 11 U.S. locations:1
* Atlanta
* Boston
* Charlotte
* Chicago
* Houston
* Los Angeles
* Miami
* Minneapolis
* New York City
* Philadelphia
* Washington, D.C.

Individual stores are not identical; Camp rotates experiences and activities across locations, meaning the offering in New York may differ from those in Los Angeles or Miami.1

Camp operates CAMP.com, extending its physical concept into an online environment. The website features:
* Toy and gift collections
* Product recommendations
* Family activity ideas
* Parent guides
* Current experience information
* Event and activity bookings
* Store information

The company views its digital platform as a natural extension of its physical family-experience concept.1

Camp does not primarily market itself as a toy retailer. Its positioning aligns closer to being “a place to go with your family,” addressing the common parental question: “What should we do today?”

Conceptually, Camp competes with:
* Toy stores
* Children’s museums
* Indoor playgrounds
* Family entertainment centers
* Craft studios
* Themed attractions
* Birthday-party venues
* Other experiential retail concepts

The main differentiator is the integration of commerce and experience. While conventional toy stores sell products, attractions sell admission, and studios sell activities, Camp combines all three. The result is a model where families might visit to play, create, explore, celebrate, shop, and take items home.1

At its core, Camp is built on the idea that memories hold more value than merchandise alone. This philosophy drives the emphasis on imagination, family participation, hands-on play, physical activity, creativity, storytelling, novelty, limited-time experiences, and screen-free entertainment.2

Since its inception, Camp’s concept has evolved from a retail-focused model to a formalized family entertainment business. The COVID-19 pandemic forced temporary closures, and upon reopening, the company expanded its emphasis on ticketed experiences. This shift helped transform Camp from a novel toy-store concept into a structured entertainment entity.3

The modern Camp structure comprises three layers:
1. Retail: Toys, books, games, and gifts.
2. Activities: Slime, crafts, workshops, and hands-on programming.
3. Immersive Entertainment: Large-scale themed experiences behind the Magic Door.

This combination forms the foundation of Camp’s current identity.1

1. About Us | Camp
2. Family-Friendly Camp Has The Answer To This Year’s Toy Supply Shortage: Give An Experience
3. CAMP: creating magical family memories | blooloop