Buzzfeed is planning on launching into the retail business by opening a new quirky toy store in Manhattan this fall. The new toy store is being called “camp”, but has a catch that every few months, the store will go through a massive overhaul by changing décor and merchandise. Additionally, the store is aimed at all ages, with a toy store in the front and an “experiential” and Instragram-able area in the back for adults. Each cycle, a retail partner designs the experience, offering a new point of view. It may be decorated like a jungle and sell exotic stuffed animals, and then change to reflect an ocean theme, or a sports theme, and so on.

Buzzfeed’s new retail venture is another example of a brand expanding their presence outside of their original format; whilst it’s less common to see a digital first platform transferring into a brick-and-mortar presence, it does showcase the power of online brands understanding the need to reward consumers with shopping based experiences that they crave in-store.

Following the recent closure of Toys R Us, the race to become the go-to-store for the holidays is stronger than ever. Target announcing that they’re doubling their holiday toy assortment and making room in stores by a “quarter-million additional square feet” to accommodate.

Target stores will host more than 25,000 hours of holiday playtime and events, 2,500 new and exclusive toys, and will launch ‘Toy Hub’, an online catalogue that aims to make it easier to search through hundreds of selections.

The level of in-store merchandising unveiled by Target highlights it’s less about selling merchandise, and more about selling ideas and experiences. Providing a positive physical space allows the relationship between a brand and the customer to grow, and Target is another example where a brand understands the importance of creating a memorable and Instagrammable in-store experiences in order to capture consumers’ attention.