One of Americas most popular children’s electronics
brands –eKids™ –is now targeting
international travel retail with its range of licensed products including
Headphones, Walkie-Talkies, Boom boxes, Speakers and more. A division of
leading US consumer electronics company iHome™, eKids is well established in America’s travel retail
with extensive listings through Dufry and Hudson.
“eKids products are everywhere
in the US domestic market including Walmart, Best Buy, Target, Barnes &
Noble, Toys R Us and Kohl’s,” says eKids Key Account Manager Gabriella
Nogueira. “We are sold in over 400 Hudson outlets including Las Vegas, New York
JFK and Los Angeles LAX airports, as well as in Dufry in Brazil and will soon
be opening at Colombia and Mexico airports.”
With a strong domestic presence in Europe through Smyths Toys, Argos,
Otto, Expert etc, eKids believes now is a perfect time for building travel
retail distribution through all channels – ground, air and at-sea.
“eKids has built a phenomenal portfolio of international licenses for
its product range including Frozen, Disney Princess, Moana, Mickey Mouse,
Minnie Mouse, Star Wars, SpiderMan, Finding Dory, and many more,” continues
Nogueira. “We’re continually updating these and adding new lines to stay
‘on-trend’ and relevant to current films; this year has seen us add Spiderman
Homecoming, Cars 3, Guardians of the Galaxy, Beauty and the Beast, Thor and
COCO.”
Nogueira says all eKids licenses are approved for distribution through
travel retail markets globally, collectively enabling the brand to offer a wide-ranging
assortment of electronic products to meet all regional preferences.
eKids works with the Latin American Dufram Corporation who are
responsible for
branding, plus the commercial and marketing development of the travel
retail business. “They ensure that all products are presented, packaged and
marketed in the right way for travel retail,” explains Nogueira. The success to
date with Hudson confirms that they are on the right track, including awards in
2014, 2015 and 2016 for Best New Vendor, Best Sales Increase and Vendor of the
Year respectively.
Headphones are eKids top selling items, offering exceptional quality
and are available in various models to target all age ranges – all with volume
limiters. “We have Fun Youth Headphones, Bluetooth headphones, Youth Bluetooth
headphones for younger children and Over-the-ear and Fashion headphones aimed
at teenagers and young adults,” says Nogueira. “In addition we have a range of
earbuds including noise-isolating, under-earbuds and fashion designs, so there
is something to suit everyone.”
In addition to headphones, eKids’ portfolio covers three other categories: Toys, Speakers,
Boombox and Mobility, all available in different licensed film and character
themes. Toys include Walkie-Talkies, MP3 Microphones and interactive toys, such
as the Cars Kids interactive wheel. The Speaker and Boombox Category includes a
Sing-along Boombox, Voice Changer Boombox, CD Player Boombox (so kids can play
by themselves), and Sculpted Bluetooth speakers. The Mobility Category includes
Molded USB Flash drives, Lightening cables and Power banks.
“We see eKids becoming a must-stock brand for any airport retail store
offering electronics and/or children’s items,” says Nogueira. “This is a really
under-developed area for travel retail, yet we see the fantastic sales from
these items wherever they are stocked. By adding eKids we are confident that
retailers will see incremental sales – adding to basket size and spend per
head.”
Airports are not the only place eKids sees potential. “For inflight we
are offering products that match with the airline’s need for compact items to
fit the cart: earbuds, small sculpted Bluetooth speakers, flash drives, and
power banks can really help lift an often boring selection for children and
teenagers inflight,” says Nogueira. “We also see smaller items being perfect
for point of sale – great as additional impulse purchases.”
Ferries and cruise-ships offer equally interesting revenue channels
for the company. “We don’t see a place in travel retail where our line would
not be appropriate.” Nogueira adds: “In the US eKids is everywhere – we even
supply JC Penney and Macy’s for the holiday season. Our ambition is for eKids
to be equally prominent in the travel retail channel.”
Gabriella Nogueira will be in Cannes during TFWA World Exhibition
week. “It’s a great opportunity for us to meet with potential new business
partners,” she says. “We’re looking at all possibilities, including working
with regional agents for specific markets and/or sectors.”
For more details or to make an appointment contact Gabriella on +55 11
98227 5137 or email gabriella@kids-travelretail.com.
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