Will RWS Global and CAMP Take the Lead With ‘Retailtainment’?

In a move set to impact the family entertainment sector, RWS Global has announced a partnership with CAMP, The Family Experience Company. RWS Global declared that the collaboration is long term and exclusive, and it aims to bring immersive, IP-driven experiences to families worldwide, leveraging the company’s expertise in live entertainment.

“Through this strategic partnership, we’re unlocking the potential for exponential growth by leveraging RWS Global’s production services, empowering us to amplify our focus on delivering what defines CAMP’s brand magic. We are thrilled to partner with RWS Global to truly transform the theatrical side of our business and prepare CAMP for scale.”

Jenica Myszkowski, CAMP’s CEO, via PR Newswire

According to the official CAMP website, “CAMP is known for our totally unique shop/play hybrid experience in our physical locations across the country. Inside CAMP stores are rotating themed experiences. Every surface is a seamless blend of play and product.”

Furthermore, the company has already been responsible for “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.”

With this new partnership, RWS Global will assist CAMP in expanding its reach beyond its current seven stores to add two new locations: one in Philadelphia’s King of Prussia Mall and another in The Galleria in Houston. These new venues will feature CAMP’s signature “Magic Door” and will be powered by RWS Global’s comprehensive show operation and retail services.

Through the Magic Door, shoppers enter and are treated to the large rooms for immersive experiences after buying applicable tickets. Each location features a special and unique theme to that location.

“We are so excited to partner with the CAMP team, who shares our passion for creating unforgettable family experiences. When we combine our unparalleled expertise in live event planning, casting and attractions with CAMP’s brand equity and engaged audience, we believe there is an opportunity for significant growth across the family entertainment sector.”

Ryan Stana, Founder, Chairman, and CEO of RWS Global, via PR Newswire

Now that the two companies are collaborating, RWS Global and CAMP are set to redefine the very notion of what they dub “retailtainment” by offering new and engaging retail experiences.

Retailtainment, related to experiential marketing and experiential retail, is a trend that many believe is the future of shopper engagement. According to TechRadar, “Retailtainment is not just a buzzword but a new frontier…It represents a blend of entertainment with retail, where shopping becomes an engaging, enjoyable activity.”

And it’s not just happening in person. The way consumers shop online is rapidly evolving, with global e-commerce expected to surpass $8 trillion by 2027. This transformation is driven in part by retailtainment and the growing popularity of video shopping experiences.

Gen Z, accustomed to using mobile technology and a myriad of interactivity, demands personalized and secure online shopping experiences with real-time interaction, exemplified by live video commerce where hosts can engage directly with viewers and facilitate purchases within the video. Retailtainment enhances this with additional interactive features like games, polls, and competitions, creating an immersive shopping experience.