Lesley Nightingale, chief merchandising officer of Camp, discusses supply chain disruptions and online shopping safety in the Toy Book’s annual State of the Industry Q&A.
The Toy Book: How did Camp mitigate the effects of the supply chain disruptions to make sure that shelves were stocked throughout the holiday season?
Lesley Nightingale: We achieved that with great planning, but largely in part because we are fortunate in that we don’t rely on our assortment to come from only the top toy companies. Camp has always worked with small, diverse vendors and creators; many of which are local and have products produced in the U.S. We also have a strong relationship with our vendor community largely due to the way we tell their stories at retail. We are constantly changing the ways our customers experience our merchandise through in-store demos and activations. This is true for small brands (tonies, Micro Scooter) and top toy companies like Moose Toys (we successfully launched the hottest toy of the season, Magic Mixies Cauldron, at Camp with Neil Patrick Harris and carried it exclusively prior to launch).
Camp is also in a slightly different position as our business doesn’t depend solely on merchandise. Camp is a destination for families and this past holiday season, families were seeking experiences more than ever and a place to be together while also holiday shopping. For example, we created The PAW Patrol Experience: Only at Camp. Developed in partnership with Spin Master Entertainment, this immersive experience brought PAW Patrol: The Movie to life in our stores. This themed experience also included a high SKU density of PAW Patrol products fulfilled through this deep partnership, in addition to the playable moments; another example of how our relationships with partners kept us stocked throughout the holiday season.
TB: How does the Camp KidShop create a safe environment for kids to safely shop online?
LN: KidShop is designed so kids can have fun discovering and choosing gifts for their family, or even themselves. There are so many elements that make it safe and family-friendly. It’s controlled by a parent or guardian that sets up a shopping adventure for a kid. It’s super simple: Parents go to camp.com/kidshop. They will be prompted to choose who the child will be shopping for (an adult or themselves), set a budget for the amount they can spend, and add in the address for the recipient. They give the kid a one-time code, and then kids get to have all the fun picking out presents. The whole experience is guided by an adorable and hilarious bear named Scout, which makes it a really fun experience for kids! Kids also get to customize their own card before they’re done.
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
