Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
VIETNAM. A burst of colour and playful energy is reshaping the retail experience at Cam Ranh International Airport, where IPP Travel Retail is spotlighting its Kid Stars toy concept. We showcase the concept in our latest choice of images, shared by IPP Travel Retail CEO Phillip Nguyen,
The colourful visuals reflect the growing strength of toy-led retail in a terminal serving families travelling to Vietnam’s coastal leisure destinations in Khánh Hòa province.
In a social media post, Nguyen said, “We saw an opportunity to stand out in the crowded Vietnamese souvenir market at Cam Ranh Domestic Terminal and invest in a growing category.”
He added, “While selling traditional souvenirs proved challenging with more than ten operators offering similar local products, we noticed something interesting – our best-selling items were those that appealed to kids and adults who are still kids at heart.
“That insight led us to evolve from the Vietnam’s Delights concept to Kid Stars.”
Aligning with the rapid growth of the category, the store features toys, hobbies and collectibles, with globally recognised franchises such as Pokémon.
Alongside the Kid Stars concept, IPP Travel Retail is also rolling out a Photo Booth concept across its store network.
Reflecting on the evolution of IPP’s stores at Cam Ranh Domestic Terminal, Nguyen said, “Retail is not always about selling an item. It’s about creating an experience around acquiring that item – one that brings more joy and creates lasting memories for passengers.” ✈
