# Retail Play Brick & Mortar stores adopt fun, playful experiences for kids and those young at heart. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 15, 2019 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/retail-play ## Key Figures - Trend score: 6.0/10 - Evidence articles: 5 ## What is the Retail Play trend? **Retail Play:** As the retail landscape continues to adapt, experiential in-store engagements are on the rise, and with that we’re seeing a move towards elevated aspects of play and interaction to engage much younger audiences. More than just being able to touch and interact with products, these retail experiences are creating hyper-immersive environments by tapping into nostalgic themes around aspects like camping, games and comfort foods. These playful environments help set the stage for more fun, nostalgic experiences for both kids and adults. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 5, 2018 to Mar 12, 2019 - Published: Mar 15, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Retail Play trend ### Experiential Retail Retail spaces are turning towards playful and interactive environments to engage not only kids but adults as well. ### Integration of Play in Retail Retail spaces are incorporating play elements in their interior design to create a unique and immersive shopping experience for children and parents. ### Pop-Up Playgrounds Companies are creating playful pop-ups where consumers can test out and engage with their products in unique and highly interactive ways. ## What the Retail Play trend means for industry ### For Retail Industry The trend towards experiential and playful environments calls for the retail industry to rethink traditional store layouts and incorporate more interactive elements. ### For Toy Industry The integration of play in retail spaces and the rise of kid-focused experiential retail highlights the importance of creating innovative and highly engaging toys for children. ### For Event Industry The creation of pop-up playgrounds and interactive music events opens up opportunities for the event industry to create immersive and engaging experiences for consumers. ## Workshop question What elements of play could you adapt into your retail or product experiences to evoke elements of nostalgia? ## Trend signals for Retail Play Trend score 6.0 out of 10, from popularity 86%, activity 86%, freshness 8%. - Popularity: 86% - Activity: 86% - Freshness: 8% ## Examples of the Retail Play trend 5 featured examples from Mar 5, 2018 to Mar 12, 2019. - [Kid-Focused Experiential Retail](https://www.trendhunter.com/trends/retail-experience-for-kids): Camp is a Highly Active and Immersive Retail Experience for Kids (Category: Marketing) Implication: Toy retailers can leverage experiential and collaborative approaches to attract and retain customers in a competitive market. - [Cosmetic Brand Arcades](https://www.trendhunter.com/trends/game-center): Chanel's 'Coco Game Center' in Tokyo Pairs Retro Games and Makeup Tables (Category: Marketing) Implication: Developing innovative ways to showcase and engage customers with cosmetic products through interactive and game-like experiences. - [Play-Integrated Retail Spaces](https://www.trendhunter.com/trends/supermoments): Supermoments' Retail Space Has Climbing Structures and Video Games (Category: Lifestyle) Implication: Retailers can explore the integration of play elements to enhance the shopping experience and attract families. - [Playfully Interactive Music Pop-Ups](https://www.trendhunter.com/trends/music-popup): The Moog House of Electronicus Temporarily Opened in LA (Category: Art & Design) Implication: Music retailers may benefit from the creation of interactive pop-ups and limited-release high-end music equipment that encourage experimentation and showcase products to a wider a… - [Donut Playground Pop-Ups](https://www.trendhunter.com/trends/pop-up-playground): Krispy Kreme is Opening a Sweet New Destination in London (Category: Marketing) Implication: Krispy Kreme's pop-up event showcases how food and beverage companies can generate buzz and excitement for new product launches through experiential marketing. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)