camp 9

In partnership with

mornin’ merry makers ☀️🏕️🧸🎈🛝

today’s letter is about two of my favorite childhood institutions colliding in the most delightful way:

summer camp and the mall.

my own summers were split between a sleep away camp with friendship bracelets, campfires, blobs, mail, and skits, and saturday laps around the mall with friends, buzzing on freedom, $20 in cash, and food court pretzels.

so when i first discovered camp in nyc in 2018 i was obsessed.

it’s a toy store wrapped in a play center, staffed by counselors in sneakers who lead slime making, singalongs, and scavenger hunts. it’s the nostalgia of camp, masterfully bottled and merchandised.

it’s also paving the way for another trend i highlighted at the beginning of the year.

entertaining is the new shopping

which is even more true when kids are involved.

camp is proving that families will pay for experiences that make them leave the couch and get off screens. they’re expertly crafting fun for the whole family.

stories i’m watching

the comeback kid: ben kaufman has always been at the edge of creative business. he sold mophie, flamed out with quirky after burning $185 million, then joined buzzfeed as cmo. in 2018, he launched camp with his wife nikki.

summer camp origin story: ben and nikki first crossed paths at the same summer camp in 1998. twenty years later, they were married with a toddler in new york and struggling to answer "what should we do today?" their solution was to recreate the magic of camp year-round inside retail spaces.

the canteen concept: every camp store starts with a mini general store. the canteen sells curated toys, gifts, and books that feel like discoveries. it includes coffee and wifi for parents who need both. it is one of the few kids’ retail spaces that creates something enjoyable for adults, not just children.

magic door economics: what’s more interesting is that toy sales make up 20 to 30 percent of revenue. the majority comes from $28 tickets for immersive experiences, birthday parties, classes, and “date night drop-off.” average visits last over 90 minutes. 80 to 85 percent of families buy something. 40 percent return. the economics resemble a small theme park more than a toy store.

leadership evolution: ben stepped down as ceo in 2023, passing control to co-ceos karen cate (former cfo/coo at thrive market & trader joe's) and jenica myszkowski (barnes & noble, kate spade veteran). smart move. ben stays as "camp counselor" (amazing title) while operators scale the business.

disney accelerator advantage” camp joined disney’s accelerator and secured exclusive immersive programs for mickey and friends, encanto, the little mermaid, and more. these are not pop-ups or shop-in-shops. each store transforms completely for 8 to 12 weeks at a time.

the bankrun moment: when silicon valley bank froze their funds, ben went on instagram and announced a “bankrun” sale at 40 percent off. in 48 hours, camp sold more than a typical month. the moment proved their agility and the fierce loyalty of their customer base. impressive.

programming hall of fame

camp’s staff are called counselors, not associates. many are actors, musicians, or magicians. theatrical customer service is essential when families are paying for experiences. these aren’t just any experiences too. in the past they’ve had partnerships & experiences with:

• nike

• bluey

• peppa pig

• paw patrol

• doodles (web3)

• sonic the hedgehog

• h&m style workshops

• kode with klossy coding for kids

retail rollout

camp stores average 10,000 square feet to accommodate the canteen and the magic door experience.

current locations include

1. new york city, 5th ave (dec ’18)

2. dallas, the hill (oct ’19)

3. boston, burlington mall (feb ’22)

4. los angeles, century city (apr ’22)

5. atlanta, ashford lane (jun ’23)

6. chicago, lincoln park (aug ’23)

7. philadelphia, king of prussia (dec ’24)

8. houston, the galleria (feb ’25)

9. washington dc, tysons corner (jul ’25)

coming soon

• charlotte, southpark (confirmed & actively hiring)

• something in miami, aventura (might just be a pop-up)

• something in edina, southdale (might also just be a pop-up)

now hiring

camp is hiring lots more in stores, but only for 1 corporate role right now…

retail roles:

• charlotte: actors, performers, mascots, sales associates, assistant store managers, & keyholders

• houston: actors, performers, mascots, sales associates

• boston: actors, performers, mascots, sales associates

• philly: actors, performers, mascots, sales associates

• nyc: actors, performers, mascots, sales associates

• dc: actors, performers, mascots, sales associates

• la: actors, performers, mascots, sales associates

• chicago: key holder, sales associates

• dallas: key holder, sales associates

• atlanta: sales associates

corporate:

• revenue operations & labor strategy analyst (reporting to cfo)

retail rainbow

camp solves one of the most pressing problems in physical retail.

malls and lifestyle centers are struggling to fill large anchor spaces left behind by traditional department stores. landlords are desperate for tenants that drive consistent foot traffic & offer something that cannot be replaced by e-commerce.

camp is one of the most compelling use cases i have seen.

it blends retail and entertainment in a way that keeps families coming back and staying longer than a typical shopping trip. the stores operate like small indoor theme parks that also sell products, events, and memberships.

i love imagining a future where families could experience camp year-round, across all ages, from preschool slime workshops to teen coding labs to adult evening events.

i’ll be watching camp closely.

p.s. if you want more free merry makery reads, click below to check out today’s merry partner, ag1. i’m 1000% addicted.