From the Disney Parks Blog:
Seems a little vague, but it sounds like a cross between retail and Legends of Frontierland. They're definitely moving toward more in-park "experiences."
Hello adventurers, Tallahassee Glover here with the first of a series of dispatches from deep in the jungles of Adventureland at Disneyland park. The birds who sing words tell us that a new merchant is opening soon for a limited engagement beginning August 1. Adventure Trading Company will be a provisions and publications company with a knack for selling goods that send the buyers on wild adventures. At the end of these adventures are Adventureland relics known as Juju. These unique artifacts reflect the ancient traditions and importance of storytelling in Adventureland. Collect Juju! Collect adventures! Collect stories!