As part of a new partnership with NBCUniversal, family experience company Camp is opening a new immersive retail experience to celebrate the release of DreamWorks Animation’s Trolls Band Together.
Opening on 17 November at Camp’s flagship store in New York, Trolls x Camp is described as an immersive musical adventure and retail experience based on the new film in the Trolls franchise.
“My whole family – grown-ups included – loves DreamWorks Animation’s Trolls. That’s
incredibly rare and it’s why this is such a perfect collaboration for Camp – we’re all about
creating immersive experiences where grown-ups and kids can play together,” said Kirk Larsen, Camp’s chief creative officer.
“With Trolls x Camp, we’re aiming for the sweet spot between going to your favorite boy band concert in middle school and taking your kids to a theme park. This is the perfect first show to launch our Universal partnership; can’t wait to show what’s next.”
Visitors will enjoy a “rainbow-infused world” of music, dancing, glitter and magic after stepping through Camp’s signature ‘magic door’.
Highlights include a tunnel filled with Trolls hair, play experiences in Bergen Town, the Trolls Tree and Vacay Island’s pool noodle jungle gym, photo opportunities with Poppy and Branch, a driving video game, and a visit to Mr Dinkles’ Sparkle Spa.
Michael Silver, president of global business development at Universal Destinations & Experiences, said Trolls fans will get to “enter the world of these tiny titans and experience their challenges and triumphs”.
“We are thrilled that Camp and NBCUniversal are partnering for the first time and look forward to Camp bringing many of NBCUniversal’s other family-oriented properties to life at its locations throughout the country.”
Music, dancing, glitter and magic
As with all Camp experiences, there will be exclusive Trolls x Camp merchandise on sale in Poppy’s Scrapbook Station. Products on offer include Poppy and Viva’s capes, a karaoke microphone and a collection of toys from the likes of Mattel and KidDesigns.
Rafael Macias, executive VP and global commercial officer of consumer products and games at Universal Products & Experiences, added: “We’re committed to providing fans with dynamic opportunities to immerse themselves into the storytelling through innovative consumer products, video games and immersive retail experiences.
“Trolls is the first of a multi-IP collaboration with Camp and is an exciting realization of our vision to bring-to-life-innovative shop and play retail experiences that ignite the imagination and build special memories for families.”
Trolls x Camp will be in New York for a limited time before moving to another Camp location.
Images courtesy of Camp and NBCUniversal
