Aurora World says children’s sector is ‘under-served’

By Charlotte Turner |

Specialist plush toy company Aurora World says it views the children’s sector in travel retail as ‘under-served’, particularly in the plush area.


With the appointment of Insight Travel Retail Consultants’ Garry Stoner to build the brand’s footprint in travel retail, Aurora World believes that it can ‘put plush back on the map’ with both its core and licensed brands.


Korean-owned Aurora is a global company with over 30 years of experience in research and development, manufacturing and customer service.


Aurora Travel Retail Sales Manager, Garry Stoner says: “Aurora currently has listings with a number of retailers including World Duty Free Group, Dufry, Nuance and others.



“We’re also listed on a number of airlines including Thomson Airways. However, I know from my previous experience that the opportunities for plush within travel retail are significant. Plush offers a key impulse purchase opportunity – adding incremental sales and increasing the average sales basket.”


Aurora is best known for its character brand “YooHoo & Friends”, a hugely likable character which sells over four million units globally each year.


Additionally the company has UK/European licenses for TV characters including Garfield, The Gruffalo, Peanuts and Moomin. ‘In addition to our licensed programmes Aurora also offers a comprehensive core range plush selection with tailored, space-efficient planograms for Travel Retail,’ adds Stoner.


The company’s Souvenir range includes characters such as Beefeater Bear, Union Jack Hoodie Bear, Scottish Bear, My London Taxi and Fancy Pal Bulldog Union Jack. “Aurora is able to custom make souvenir plush for any retailer, wherever they are located in the world,” continues Stoner.


As part of this investment the company has joined UK suppliers group the Travel Retail Consortium and appointed Essential Communications to handle its media relations.


Stoner adds: “The Travel Retail Consortium provides a fantastic networking opportunity for Aurora and we are delighted to have been accepted as members. I am very much looking forward to joining the TRC and guests at is annual event for retailers in April.’


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