New York-based retailer CAMP is expanding its partnership with Simon Property Group to launch two new experiential toy stores in the real estate trust’s premier shopping malls. 

First up will be a storefront in Philadelphia’s King of Prussia Mall that’s scheduled to open in time for the holiday shopping season this year. And launching in early 2025, the ninth location for CAMP’s play-and-shop business model is Houston’s The Galleria shopping center.

Simon will dedicate more than 10,000 square feet to each new storefront, and they will both feature CAMP’s signature licensed experiences for kids and families. The retailer has hosted successful branded promotions with exclusive merchandise for kids franchises including BBC’s Bluey, Disney’s Encanto and DreamWorks Animation’s Trolls since opening its first store in 2018.

CAMP inked its first deal with Simon in 2021 to expand its US retail network to the Burlington Mall in Boston. Starting in July, this location will welcome the third leg of CAMP’s touring Bluey experience, which features a fully explorable version of the Heeler family’s house and new animation from series producer Ludo Studio in Australia. 

On the strength of its partnership with Simon, CAMP’s existing group of investors (managed under Velocity Capital Management) have made an additional equity investment of US$6 million to support the company’s growth. In addition to Boston, the retailer is currently operating storefronts in New York, Atlanta, California, Chicago, Washington and Texas.