INTERNATIONAL. Harding+ has teamed up with collectible plush brand Palm Pals to launch a pioneering supermarket-themed store takeover for cruise retail, debuting onboard P&O Cruises’ Iona on 18 May.
Described as a “high-energy retail experience”, the channel-exclusive concept appeals to younger shoppers, combining interactivity, collectability and entertainment.
Running through the summer, the activation transforms Iona’s retail space into a vibrant, story-driven environment with playful themes, colourful installations and cruise-wide integration, enhancing the shopping experience.
Harding+ Chief Commercial Officer Linzi Walker said: “With more families and younger guests cruising on Iona than ever before, we wanted to create something that speaks directly to them.
“This takeover with Palm Pals is about more than product – it’s about storytelling, emotion and connection, and we are delighted to be partnering with Aurora World to bring this innovative retail theatre to life.”
A large plush avocado serves as a photo attraction, complemented by themed displays, mini baskets and staff dressed in branded aprons to complete the Palm Pals supermarket experience.
The activation features the ‘Get Your 5 a Day’ scheme, inviting guests to collect characters throughout their cruise, in keeping with the fruit-and-veg theme.
The official launch was marked by a ribbon-cutting ceremony led by Iona’s Head Chef, combining culinary theatre with playful retail.
The Palm Pals experience is extended across the entire cruise, with toys displayed in multiple areas, thanks to the partnership between Harding+, P&O Cruises’ entertainment and F&B teams, and Aurora World.
Activation highlights include:
- Storytime sessions using food-themed Palm Pals as interactive props
- Colouring competitions and prize draws to boost engagement
- Surprise Palm Pals appearances in restaurant settings
- A poolside movie night starring popcorn-themed Palm Pals
- Branded touchpoints throughout public spaces and in cabins
Aurora World Travel Retail Sales Manager Garry Stoner said, “Since launching Palm Pals four years ago with just 12 SKUs, this concept has broken all records. We are now at 165 SKUs and growing. The collectability of Palm Pals really helps generate consumer sales. We are delighted to be working with Harding+ to bring to life this new, amazing retail concept.”
The launch is Palm Pals’ first activation of this kind and underscores Harding+’s dedication to creating immersive retail experiences that integrate entertainment and commerce. 🛳️
