Consumer electronics company Merlin Digital will unveil a range of travel electronics gadgets at the upcoming TFWA World Exhibition in Cannes from its new brand, Craft, which specialises in individually-customised accessories (Yellow Village, E32).
The company said the customisation element has been introduced to create better margins for airport retailers and increase engagement with shoppers.
Craft offers colour and texture customisation, in particular with Apple AirPods and mobile phones. These are offered in vibrant colours and metallics (rose gold, yellow gold and platinum), premium leather and also gold-plated and crystal-encrusted finishes. The customisation service extends to other gadgets, including gaming consoles and controllers.
Merlin Digital Co-founder Rohit Bachani said: “The market for customised accessories is on the rise, with more and more brands adding personalised elements to their collections. Our personalised gadgets set users apart from the crowd and drive demand for the whole travel electronics category.
“Craft will transform duty free into a destination shop for a handmade, high-quality, personalised gadget that’s novel, functional and beautiful.”
Craft already has a strong foothold in Middle East travel retail, having secured listings with Dubai Duty Free, Bahrain Duty Free and Qatar Duty Free.
Exhibition visitors in Cannes will also be introduced to Merlin Digital’s second-generation, airline approved, Auto-Follow Handy-Carry Suitcases. The suitcases precisely trace their owners’ steps and follow ‘obediently’ behind. They can also carry a seated adult.
Other Merlin Digital products being showcased include the Bluetooth In-Flight Audio Adapter, which allows connection of Bluetooth headphones and AirPods to inflight entertainment systems.
The brand’s range also features a power universal travel adapter that can charge a laptop and the world’s first fitness band that tracks what you eat, including calorie counting. Also on show will be an ultra-bright rechargeable pocket projector that runs for six hours, as well as smart beauty gadgets.
Bachani said: “Our philosophy is to make the latest innovative tech available for everyone in a range that delivers true innovation and exceptional quality, whilst also supporting our retailers with an exciting, profitable and expanding market.
“We are engaging consumers on social media with organic endorsement from celebrities like actress Jacqueline Fernandez, who posted her personalised Craft AirPods, reaching over 31 million followers. On the retail front, we are targeting in-store activations. We really look forward to introducing the products to TFWA Cannes visitors.”
