Left: Relay at Bilbao Airport, Spain. Right: Relay’s new Hay mascot.

Relay, the international travel essentials brand operated by Lagardère Travel Retail, is marking the 25th anniversary of its international presence in 2025 with the introduction of a playful new mascot called Hay.

Hay is designed to bring ‘warmth, personality and an emotional connection to the travel experience’ .

It’s said to reinforce Relay’s commitment to ‘meaningful customer engagement and experience-led retail’ with the ‘friendly, travel-savvy buddy’ on hand to guide consumers along their journey.

“With Hay, we’re not just celebrating 25 years of success – we’re opening a new chapter in the Relay story,” said Nathalie Simon, EVP Retail, Lagardère Travel Retail.

“A chapter where convenience meets character, and where every traveller feels welcome and cared for.

“Hay embodies the spirit of Relay: always here, always moving, always by your side.”

Hay has been designed to embody the values of the Relay brand, as part of a broader effort by the company to enrich the customer experience.

It aims to serve as a point of connection with consumers as a ‘non-commercial, non-intrusive companion’ that can support and guide travellers on their way, effectively helping to make their journey through the store spaces ‘easier, more enjoyable and more meaningful’.

Interestingly, Hay does not promote prices or push offers. Instead, has been built to inform, inspire and accompany shoppers with a calm tone and empathetic voice.

Visually, Hay was born from the Relay logo, with its shape is derived from the letters of the brand and with its simple and compact design (Hay stands barely taller than a coffee cup) making it suitable for both physical signage and digital communication.

Left: Nathalie Simon, EVP Retail, Lagardère Travel Retail. Right: A breakdown of Hay’s ‘personality type’.

In terms of what shoppers can expect, Hay’s personality is described as ‘curious, caring and observant’, being attentive to travellers and their needs, but not intrusive.

The mascot can offer practical help, such as orienting people within the store or highlighting relevant services, while also drawing attention to small moments of wellbeing such as a good book, a local product, or a quiet moment to relax.

It can interact with travellers before, during, and after their physical visit, via screens in-store, on the brand’s digital platforms, or in future campaign materials.

Lagardère Travel Retail says its personality will remain central to how Relay engages with its audience.

The mascot is being progressively rolled out in selected stores and formats with the intention to become a consistent visual and editorial presence across Relay’s global network in the coming years.

The move follows the launch of Relay’s ‘What Moves You’ new brand signature and refreshed visual identity, which was brought to life in 2023.

The Relay one-stop shopping concept for travel essentials, from food-to-go to tech accessories, beauty and wellness essentials, is known for its bright red stores and has a network of more than 1,100 sites in over 30 countries across airports, railway and metro stations.

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