With new international licenses, increased distribution and additional travel retail business in Asia and the Middle East within its sight, children’s electronic specialist eKids™ is anticipating a busy autumn ahead.
Joining its already extensive portfolio of film and character licensed Headphones, Walkie-Talkies, Boom boxes, Speakers and more from will be Minions, Pokémon, Paw Patrol, Trolls and Hello Kitty. First to go live is the Pokémon giving eKids an impressive stable to license agreements with Disney, Marvel, Lucas Film and Pokémon!
“In this business it’s vital to continually update the offer in line with current film and popular TV/cartoon characters,” says key account manager, Gabriella Nogueira. To this end, eKids has core licenses that are forever popular, such as Disney Princess, Spiderman, and Mickey and Minnie Mouse, but “children are very in-tune with the latest trends and the first to demand the ‘in’ characters and programs or films.
“Furthermore, these licenses are global, film brings kids together across the world which is why the eKids range of products is perfect for travel retail everywhere,” she says.
With new partnership deals set to be confirmed in Asia and the Middle East, Nogueira’s vision to bring eKids to global travel retail is coming closer. Meanwhile, existing business is growing, “Dufry Brazil now have a 100 different eKids products listed in various stores which we’re delighted about,” Nogueira says.
Nogueira realizes that travel retail business needs to be supported with promotions and activations. The company has a promotion coming up soon with Dufry Brazil offering a free gift with every two or more eKids products purchased. “That’s something we’d be happy to look at with retailers globally; ensuring that the passenger feels they are receiving added value compared to the domestic market is vital,” she adds.
Gabriella Nogueira will be in Cannes during TFWA World Exhibition week.