When another iconic toy brand, FAO Schwarz, opened a store in New York in 2018, three years after shuttering its 5th Avenue flagship, it brought back the famous floor piano and added a toy grocery store where kids can shop for artificial produce, complete with small carts, and a Barbie doll fashion parlor that charges $75 for a styling session. A new chain, Camp, has a scooter race track and a room devoted to arts and crafts and musical performances. At a New York store, children ran around and sat on the floor and at tables playing with toys, while store workers sang songs. To amp up the theatrics, both FAO Schwarz and Camp hire actors as staff. "Amazon and other online sellers are dramatically changing retail and it will only get more difficult for brick-and-mortar stores to compete," said Michael Goldstein, the former CEO of Toys R Us who now sits on the board of Camp. "We want people to come to our stores and have a gratifying experience."