A year ago saw one of America’s most
popular children’s electronics brands –eKids™ –
declaring a mission to build international travel
retail distribution for its range of licensed products including Headphones,
Walkie-Talkies, Boom boxes, Speakers etc. Twelve months on and the company - a
division of leading US consumer electronics company iHome™- has opened
locations across Europe and the Middle East, working with retailers including Lagardère
Travel Retail, Dufry Jordan, Qatar Duty Free and Bahrain Duty Free.
The company has set up a European headquarters based in Lisbon,
Portugal, to both service and expand upon this business and, says eKids Key
Account Manager Gabriella Nogueira. “It’s been a challenging year, but we’re
really pleased with the results so far.
We’ve proved that the travel retail market can work as a profitable
channel within our global business and our investment into developing the
sector is paying off. Our activity is increasingly focused on serving GTR and we are now
actively researching and developing exclusive products for the marketplace.”
Within Europe e-Kids can be found in
Lagardère’s
Travel Essentials, Duty Free, Virgin and Tech2Go shops and sales here – as well
as in the Middle East – are said to be “well beyond our expectations”, says
Nogueira. “Our focus now is to continue developing business in Europe and the
Middle East, but also to push on into the Asia Pacific region,” she says.
“Meanwhile business back in our ‘home’ Americas region is also continuing to
expand and grow, particularly with Dufry Duty Free and
Hudson Group where results are fantastic".
The eKids strength has come from its phenomenal
portfolio of international licenses
including Frozen, Disney Princess, Moana, Mickey Mouse, Minnie Mouse,
Star Wars, SpiderMan, Finding Dory, and many more. This year has seen eKids add
Nickelodeon studio brands such as Paw Patrol and Jojo Siwa. These can now be found
on eKids products, be it Headphones, Walkie Talkies, Microphones and more, all
perfect purchases for children either on their travels or as gifts to take
home.
For 2019, eKids has signed new licenses
for Fingerlings, Smooshy Mushy, Rainbow Rangers, Dragons 3, and Top Wings,
while the company is also launching a complete new range of products for many
of the Disney, Marvel and Lucas film properties, such as Toy Story, Frozen,
Aladdin, Lion King, plus the latest Marvel Movie and last of the Star Wars trilogy.
“2019 is going to be a huge year,” continues Nogueira. “Frozen 2 is scheduled to be
released for the festive holiday season which gives us an amazing opportunity
for product development, while blockbusters such as The Lion King, Aladdin, Toy
Story and Dumbo are all expected for a re-make or continuation movie. So, get
ready for 2019; it will be an amazing year for Disney licensed products and
eKids!”
While
eKids' expansion this year has been within the airport retail sector, Nogueira
says the brand is equally suitable for inflight, ferries/cruiseships, downtown
etc. For inflight the company offers compact items ideal for the cart such as
earbuds, small sculpted Bluetooth speakers, flash drives, and power banks.
“The
children’s electronics sector offers masses of opportunity for travel retail;
the age range appeal is wide, the range is ideal for both sexes; and the
pricing is competitive,” continues Nogueira. “Headphones remain our top selling
item but we offer an expanding selection of other products such as Earbuds,
Walkie Talkies, MP3 Microphones, Interactive toys, Boom boxes and Bluetooth
speakers, USB flash drives and Power Banks.
“What’s
clear is that where retailers add eKids to their mix, the sales results are
excellent, providing incremental sales and adding to the store profitability.
It’s really a no-brainer! Importantly, eKids is constantly innovating and
developing; keeping up with trends and the ‘in’ characters and themes, so
retailers can be sure of always offering products that are right for the
marketplace.”
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