American children’s electronics specialist eKids aims to extend its network in global travel retail, with a focus on the EMEA market.
As reported, eKids, which is a division of US consumer electronics company iHome, has a well-established travel retail presence in the USA through listings with Dufry and Hudson. eKids said it has opened locations across Europe and the Middle East in the past 12 months, collaborating with retailers including Lagardère Travel Retail, Dufry Jordan, Qatar Duty Free and Bahrain Duty Free.
A European headquarters based in Lisbon, Portugal, has been set up to service and expand its business in the region, the company added.
eKids Key Account Manager Gabriella Nogueira said: “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 global travel retail and we are now actively researching and developing exclusive products for the marketplace.”
Nogueira said sales in Europe and the Middle East were “well beyond expectations”.
“Our focus now is to continue developing business in Europe and the Middle East, but also to push on into the Asia Pacific region. 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 portfolio of international licenses includes Frozen, Disney Princess, Moana, Mickey Mouse, Minnie Mouse, Star Wars, SpiderMan, Finding Dory and Nickelodeon studio brands Paw Patrol and Jojo Siwa.
Its products, which include headphones, walkie talkies and microphones, target the children and gifting markets.
For 2019, eKids has signed new licenses for Fingerlings, Smooshy Mushy, Rainbow Rangers, Dragons 3, and Top Wings. The company will also launch a new range of products for Disney, Marvel and Lucas film properties, such as Toy Story, Frozen, Aladdin, Lion King, the latest Marvel Movie and last of the Star Wars trilogy.
“2019 is going to be a huge year” Nogueira added. “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 remake or continuation movie.”
While eKids’ expansion this year has been within the airport retail sector, Nogueira underlined the brand’s suitability in inflight, ferry, cruiseship and downtown markets. Inflight products include earbuds, 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,” Nogueira said.
She said headphones were e-Kids’ top-selling item but that the company is also expanding its range of earbuds, walkie talkies, MP3 microphones, interactive toys, boom boxes, 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. 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.”
Gabriella Nogueira will be attending the TFWA World Exhibition and can be contacted at: gabriella@kids-travelretail.com or tel: +351 96 37 38 57.
