There is a 'theme' to the store and this changes on a regular basis. This root-and-branch refit (c 6 a year) keeps the experience fresh. Sign up to their membership programme to see the excellent comms and how they build excitement.
Buzzfeed: https://www.buzzfeed.com/louisekhong/camp-toy-store-nyc
New York Times: https://www.nytimes.com/2019/12/19/nyregion/toy-store-camp-nyc.html
The store is a whole block and the product depth and specialism (pro-video, photography, sound, tech) can be overwhelming to the amateur. Extensive product displays and a high level of expert store staff are but the tip of the iceberg, since an immense warehouse feeds the store with not-on-display items. You can order from the website to the store. Orders are collated with a Willy Wonka parcel track running about head height, and the whole vibe is warehouse-meets-geek. A real treasure of a store.