Internet media and news company BuzzFeed plans to open a toy store in Manhattan this fall, according to The New York Post.

The toy shop, called Camp, will be located at a 11,000 square-foot space at 110 Fifth Ave. in the Flatiron District. Kids toys will be in the front of the store, while an experiential area in the back will feature a spot for visitors to post sharable social media posts and will change several times a year.

The approach for Camp will be unique in that merchandise and décor will change every few months to fit different themes, according to the report. Customers could see the space decorated as a jungle and selling exotic stuffed animals, and then change to a holiday theme by the next time they visit.

This strategy is similar to Story, a Manhattan retailer with an experience designed for millennials that changes its product assortment, look, and marketing every four to eight weeks. Rachel Schechtman, the founder of Story, is advising the BuzzFeed project, according to the Post.

Ben Kaufman, BuzzFeed’s head of commerce, will reportedly oversee the retail location, but Chief Executive Jonah Peretti will also be involved.