Children’s electronics brand eKids, has opened various locations across Europe and the Middle East in the past year, working with the likes of Lagardère Travel Retail, Dufry Jordan, Qatar Duty Free and Bahrain Duty Free.

The company has steadily built international travel retail distribution across its range of licenced products including headphones, walkie-talkies, boom boxes and speakers. It has also set up a European headquarters in Lisbon to ‘service’ and expand the business.

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 GTR and we are now actively researching and developing exclusive products for the marketplace.”

Within Europe, eKids can be found in Lagardère’s Travel Essentials, duty free, Virgin and Tech2Go shops. Sales across its Europe and Middle East locations are exceeding expectations, according to 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.

HOME REGION

“Meanwhile, business back in our ‘home’ Americas region is also continuing to expand and grow, particularly with Dufry and Hudson Group where results are fantastic”.

A strong portfolio of international licences including  Frozen, Disney Princess, Moana, Mickey Mouse, Minnie Mouse, Star Wars, SpiderMan and Finding Dory, has been boosted by the addition of studio brands such as Paw Patrol and Jojo Siwa.

These are now found on eKids products, such as headphones, walkie-talkies and microphones.

Looking ahead to 2019, eKids has signed new licences for Fingerlings, Smooshy Mushy, Rainbow Rangers, Dragons 3 and Top Wings. It 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, the latest Marvel Movie and last of the Star Wars trilogy.

“2019 is going to be a huge year,” enthused 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 re-makes or continuation movies.”

The airport sector has been the main focus of its expansion, but Nogueira says the brand is equally suitable for inflight, ferries/cruise ships and downtown etc. For inflight, the company offers compact items such as earbuds, small sculpted Bluetooth speakers, flash-drives and power-banks.

She commented: “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.

“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.”