CAMP, The Family Experience Company, and Simon Announce Collaboration to Bring Play-and-Shop Retail Experiences to Families in Philadelphia & Houston

Rhea-AI Summary

CAMP, the Family Experience Company, and Simon have announced a strategic partnership to expand their play-and-shop retail model to new locations in Philadelphia and Houston. The collaboration will see two new CAMP locations at Simon's King of Prussia and The Galleria, each exceeding 10,000 square feet with rotating immersive shows. This expansion reinforces both companies' commitment to delivering unique retail experiences. CAMP's Boston location at Simon's Burlington Mall has already seen significant success with its immersive Bluey x CAMP adventure. With existing investors providing additional equity, this partnership aims to bring more immersive and engaging experiences to families nationwide.

Positive

• CAMP and Simon will open new locations in Philadelphia and Houston.
• Each new location will exceed 10,000 square feet, offering extensive play-and-shop experiences.
• CAMP's existing investors have made an additional equity investment to support the company's growth.
• The Boston location at Simon's Burlington Mall has been successful with the Bluey x CAMP experience.
• The partnership strengthens CAMP's and Simon's positions in the retailtainment market.

Negative

• Opening new locations involves significant capital expenditure and financial risk.
• The success of the new locations is uncertain and dependent on market reception.
• Expanding operations can strain resources and impact operational efficiency.

NEW YORK, June 18, 2024 /PRNewswire/ -- CAMP, the Family Experience Company, and Simon^®, a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment and mixed-use destinations, today announced a strategic partnership to bring play and magic to even more families across the country. Since 2018 CAMP has been the destination for young families, creating extraordinary immersive retail experiences like Bluey x CAMP, Encanto x CAMP, The Little Mermaid x CAMP and Trolls x CAMP, inspiring and engaging kids and grown-ups through its unique combination of play, product, and performance.

CAMP currently operates seven locations with rotating experiences in Atlanta, Boston, Chicago, Dallas, Los Angeles, New York, and Washington, D.C. The Boston location, at Simon's Burlington Mall, opened in 2022 and has created memories for thousands of families across the Boston market. The Burlington Mall CAMP location also recently announced that the immersive adventure Bluey x CAMP, a collaboration with BBC Studios, will be unveiled behind CAMP's signature magic door next month. Tickets to the experience, which is its third stop on a nationwide tour, went on sale earlier this month and are selling at a record pace.

CAMP and Simon are proud to expand their collaboration by bringing CAMP's shop-and-play hybrid model to more young families. Two new locations will open at iconic Simon centers. King of Prussia, Greater Philadelphia's and the East Coast's premier shopping destination, will welcome CAMP in 2024, and The Galleria, Houston's most desirable shopping and tourist attraction, will debut in early 2025. Both locations will exceed 10,000 feet and feature rotating immersive shows behind CAMP's signature Magic Door. This expansion initiative reinforces CAMP's and Simon's commitment to bringing delightful experiences and exclusive retail offerings to families across the country. 

"We are excited to embark on this strategic collaboration with Simon," said Jenica Myszkowski, CAMP's CEO. "CAMP has always envisioned an alternative version of the family retail experience, and working with an operator like Simon who understands retail better than anyone, we are poised for the next step in this journey. We can't wait to bring CAMP magic to even more customers nationwide, continuing our commitment to making long-lasting memories for kids and grown-ups alike."

"Simon's mission is to elevate and reinvent the shopping experience in modern and innovative ways for our shoppers and the communities we serve. We are focused on curating new experiences, like CAMP, and offering a one-stop destination for families to shop, dine and play. We are excited to work with CAMP to bring their newest immersive experiences to Simon centers," said Zachary Beloff, Vice President, Business Development and Leasing, at Simon.

Coinciding with this partnership, CAMP's existing group of investors have made an additional equity investment to support the Company's growth. "This collaboration with Simon accelerates Camp's ability to deliver more fun, to more families all across the country," said David Abrams, Managing Partner of Velocity Capital Management, speaking on behalf of the investor group. "CAMP has proven its ability to successfully create immersive retail experiences that engage and delight families -- we are excited to invest additional capital as the company expands its reach and footprint in partnership with Simon."

With a shared vision for growth and a dedication to providing unparalleled experiences for families, both CAMP and Simon are setting new standards in the "retailtainment" landscape. For more information, visit camp.com or follow along @campstores. Link to digital assets can be found here.

About CAMP:
CAMP is the destination for young families. Since 2018, CAMP (The Store with The Magic Door) has created extraordinary immersive retail experiences like Bluey x CAMP, Encanto x CAMP, and Trolls x CAMP, inspiring and engaging families through its unique combination of play, product, and performance. CAMP operates seven retail locations in Atlanta, California, Chicago, Massachusetts, New York, Texas, and Washington, D.C. For more information, visit camp.com or follow along @campstores.

About Simon:
Simon^® is a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment, and mixed-use destinations and an S&P 100 company (Simon Property Group, NYSE: SPG). Our properties across North America, Europe, and Asia provide community gathering places for millions of people every day and generate billions in annual sales.

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SOURCE CAMP

FAQ

What are the new locations of CAMP announced in the partnership with Simon?

CAMP will open new locations at Simon's King of Prussia in Philadelphia in 2024 and The Galleria in Houston in early 2025.

How large will the new CAMP locations be?

Each new CAMP location will exceed 10,000 square feet.

What is the purpose of the partnership between CAMP and Simon?

The partnership aims to expand CAMP's play-and-shop retail experiences to more families by opening new locations at Simon's premier shopping centers.

What has been the response to the Bluey x CAMP experience at the Burlington Mall?

The Bluey x CAMP experience at Simon's Burlington Mall has been successful, with tickets selling at a record pace.

What additional support has CAMP received in light of this partnership?

CAMP's existing investors have made an additional equity investment to support the company's growth and expansion.