LAKE ARROWHEAD, Calif. — In a world of brand extension and merchandise obsession, “American Idol” is king. Spearheaded by FremantleMedia, the company that owns the “Idol” trademark, there are the requisite T-shirts, journals, water bottles and CDs.

There is also Dreyer’s Choc ‘N Roll Caramel “American Idol” ice cream, Karaoke Revolution’s “Idol” video game and a new attraction at Disney World.

Then the company opened Idol Camp.

Idol Camp is a two-week performing arts sleep-away gathering for aspiring singers, ages 10-15. The camp, which opened in Massachusetts last year, moved to California this summer. It costs $2,995.

For that price, the Idol Camp grounds are a ’tween’s dream. A skatepark full of half-pipes beckons thrill-seekers. A 20-foot-tall inflatable glacier floats in a pond, ripe for the climbing. Among the all-terrain vehicles, the go-karts, the rope course and the horse stables, there is something for every personality.

But for the 60 or so lucky kids who have come to attend Idol Camp, half-pipes and go-karts are just distractions from practicing for the end-of-session production. In the grand finale, campers will sing, dance and play instruments while proud parents and counselors look on.

Serious business

Camp director Dean Cudworth is better known as “Crunch,” and while his nickname may be playful, his attitude about show business is serious. “I in no way want to coddle these young men and women,” Cudworth said of his campers. “I want them to know how hard it is.”

Cudworth, an actor since age 7, is intimately acquainted with the difficulties of the entertainment world, and he readily shares his insights with his campers. “I say, ‘Look, there’s always gonna be someone slightly better than you. It doesn’t mean you can’t work, but if you get caught in this complacent state where you think you’re gonna just slide through, you have another thing coming,’” Cudworth said.

Although he is devoted to giving his campers a wake-up call, the atmosphere in the open-mic bungalow was decidedly more forgiving. One by one, campers stood before their peers and sang, either a cappella or with a tape. The style is reminiscent of “American Idol” auditions, but there was no Simon Cowell in the room. Even after performances by campers that — let’s face it — are never going to be professional singers, the other campers were unwaveringly supportive. Every time a singer finished performing, the others bellowed “Oh!” and made “O” shapes over their heads, a gesture that is the Idol Camp-equivalent of a standing ovation.

On hand at the open mic was Vonzell Solomon, known to her fans as “Baby V” Solomon, who finished third on the fourth season of “American Idol.” She was not the only “Idol” alum scheduled to visit the camp this summer. Jon Peter Lewis, Chris Sligh and Paris Bennett are also slated to appear.

Solomon, a former postal worker from Fort Myers, Fla., said she is more than happy to remain under the “American Idol” umbrella, mentoring children at Idol Camp. She said, “I always wake up and pinch myself ’cause I feel like I’m dreaming, and I’m gonna have to wake up and deliver the mail, and I’m like, ‘No!’”

During her week at Pali Mountain, Solomon ate every meal with the campers, played improvisation games with them and watched them perform. On the day of my visit, the tables were to be turned and Solomon was to perform a concert for the campers. Singing for a group of rowdy kids was quite a change from Solomon’s last gig — performing for Michelle Obama — but she seemed to be having a blast.

“All the kids wanna know how the judges are in real life and what it was like being on the show and what has my life been like after the show,” Solomon said.

Willingness

Solomon was surprised, she said, by the campers’ willingness to perform on command. “They’re only 10 to 15, and they get up at the drop of a dime,” she said. “They’re just like, ‘I can do it!’”

The camp’s videographer, Jake — aka “Machine” — echoed Solomon’s sentiment, saying he can’t get over the campers’ fearlessness.

“Idol kids run up screaming and smiling and waving to the camera. Like, they are camera-hungry. They’re just loving it,” said Jake, who was working on a take-home DVD for the Idol Camp families chronicling the two-week experience.

“They love the camera,” said camp still-photographer Mandy, also known as “Dot.” “Any time I’m like, ‘Hey, girls, you wanna smile,’ at least seven more pile in the picture.”

As far as the average Idol Camp parent, Jake said that, as a general rule, they are not stage parents. Still, he admits that “some of the parents are just as, if not more, outgoing than the kids. … There was this one mom I met that was kinda like, ‘C’mon, c’mon get out there.’ Like pushing the kid!”

Chad, a camper who attended the “American Idol” Top 24 party in February, has returned for his second year, he said, “just to get better at what I love to do.” He’s enjoying his percussion class and considering picking up a beatboxing course.

“My ultimate goal is just to get better at music and enhance my career,” he said.

And although not all of the children at Idol Camp are as career-oriented as Chad, they do share a desire, however vaguely plotted, to see their name in lights. When bunkmates Elizabeth and Chelsea were asked whether most of the kids at Idol Camp want to be famous, Chelsea looked as if that was the dumbest question on the planet.

Then she burst out laughing. “Why wouldn’t they?”

On the Web

For video interviews with Idol Camp kids, as well as performances, go to www .latimes.com/idolcamp.