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One-stop shop: GTR Sales has created a travel retail display unit that houses all of its licensed children’s merchandise |
INTERNATIONAL. Global Travel Retail Sales (GTRS) has embarked on a major drive around the sub-category of children’s confectionery, and has developed a display to house licensed products from 13 of the world’s most iconic names in children’s entertainment.
GTRS Managing Director David Spillane told The Moodie Report: “We’d like to see the whole category of children’s confectionery developed, and licensed products with huge name recognition among children and their parents is one step along that path.
“The children’s category has some great confectionery brands but there are also great brand names not normally associated with confectionery such as Hello Kitty, Dora, Noddy or Spiderman that we are taking to the market. We believe there’s an opportunity for retailers to put the whole sub-category together – traditional confectionery alongside 13 of the most famous kids’ brands names on the planet. We think it would lift the children’s category as a whole, including those brands from the major manufacturers.”
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David Spillane: “There’s an opportunity for retailers to put the whole children’s confectionery sub-category together” |
GTRS has developed a display that houses all of its confectionery licensed products on one colourful display shelf. “The displays are going into The Venetian Macau, into Delhi Airport, and we expect other agreements soon,” said Spillane. “We can tailor the units as the retailer wants, but they key is that they showcase these great kids’ brand names. Children respond well to creative displays, which is what we are offering – from pocket money self consumption to gift purchases.”
Spillane also addressed potential concerns among buyers about the higher retail price of licensed items and retailers’ relationships with the large manufacturers.
“On the first issue, the brands have invested billions in these brand names, but there is a payback in the instant recognition they have among parents and children.
“On the second, I would expect the major manufacturers – and their customers – to welcome more activity in the category. What we are doing is aiming to grow the business, and everybody benefits from that.”
