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.
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