CNBC reports that retailers are building out entertainment divisions to win shoppers' attention, from Gap Inc.'s "fashiontainment" push — its first partnership with boy band Just Your Type and the hire of former Paramount executive Pam Kaufman as chief entertainment officer — to Mattel's "Barbie" movie and Dick's Sporting Goods' in-store simulators. Experts attribute the trend to entertainment consolidation, creator-driven content, and shoppers who treat shopping as entertainment, while cautioning that compelling content does not always translate into sales growth.