Location-based entertainment producer RWS Global has entered into a multi-year partnership with CAMP to serve as the toy retailer’s exclusive show partner. 

In this capacity, RWS will manage and operate CAMP’s signature in-store brand activations for IPs including Bluey, Disney’s Encanto and Universal’s Trolls across all seven of its US storefronts. The two companies will also work together to develop new branded shows and experiences, as well as exclusive merchandise. And CAMP has invited RWS founder, chairman and CEO Ryan Stana to serve on its advisory board and provide strategic advice from his area of expertise. 

CAMP announced last week that it’s building two new storefronts in Philadelphia and Houston as part of a deal with real estate investment firm Simon Property Group. The retailer’s CEO Jenica Myszkowski says that both of these new strategic partnerships will help CAMP transform the theatrical side of its business as its US retail footprint continues to expand. 

In operation since 2003, RWS has managed a wide range of kid-targeted LBE executions over the years, including Crayola Experience, Disney Cruise Line, Hasbro City, LEGOLAND Windsor and Nickelodeon PlayTime.