Plush toy specialist Aurora World has customised two of its Sparkle Tales characters for sales onboard Tallink Silja vessels.
The Puppy and Cat, both 18cm and sporting sailor costumes and company logos, will soon be available on-shelf.
Aurora said its collaboration with the Estonian cruise and ferry boat company has seen sales of destination products soar over recent years.
Tallink Product Manager Virpi Kumpula said: “Our partnership with Aurora World has seen a stream of bespoke kid’s products that all sell well. Our passengers look for unique items as souvenirs of their journeys with us. Commercially these unique items add value by increasing the basket value and driving conversion.”
Aurora World Travel Retail Sales Manager Garry Stoner commented: “We are delighted to partner with Tallink on these projects. Our in-house design team can create something special that ticks the boxes and delivers Tallink’s passengers a truly superb and unique item.
“We have noticed a real sales upswing from our customers requesting this type of activity, proving that destination merchandise really does work.”
As reported, Aurora will highlight a travel shopping-exclusive Travelling Ted at the upcoming TFWA World Exhibition in Cannes (Green Village K67).
The company will also introduce new range Cactus Friends, under its Tokidoki brand, and Blind Bags, which hold a surprise selection of toys, figurines, keychains and treats for children.
“Tokidoki is working really well for us in travel retail. It’s very popular throughout Asia, particularly Japan and China, but we have growing business in Europe as well, including inflight with Germania and on Stena Ferries,” Stoner said.
“That success is sure to continue as Tokidoki opens its own domestic retail stores, starting in Asia, including China, and now spreading through Europe with the latest store opening in Milan. This has a very positive knock-on effect in travel retail as consumer awareness of the concept continues to grow.”
