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P laySmart’s primary goal at TFWA Asia Pacific Exhibition & Conference is to foster trust with regional partners and showcase its latest innovations. The Dubai-based travel retail partner specialises in the distribution and development of toys, gifting, souvenirs, and lifestyle products. With a strong portfolio of global brands and in-house capabilities in customised product development and retail solutions, PlaySmart is focused on delivering innovative, travel-ready concepts that enhance consumer experience and drive retail performance. “I am happy to announce we are debuting our special edition Diecast, Crochet Flowers & Bouquets, which features a translucent design and premium ingredients,” says Amar CC, Managing Director, Playsmart. Travel retail exclusives are the backbone of Playsmart’s global growth strategy. “Using ‘irreplaceable’ elevates the travel retail channel from being merely ‘important’ to being an essential, unique asset that cannot be substituted, which emphasises your brand’s commitment to the sector,” Amar CC explains. “The Asia Pacific region is a priority which is next big thing, and I hope our focus here reflects our commitment to this market.” Beyond distributing globally recognised brands such as MGA, Crayola, VTech, D-Power, and Mini Melodies, PlaySmart also develops customised digital merchandising concepts, exclusive souvenirs, and differentiated gifting solutions tailored for travel retail partners. Its expanding range includes eco-friendly artificial flowers, compact gift formats, and novelty-driven products, designed to capture impulse purchases and ‘last-minute gifting’ missions. Playsmart is debuting at TFWA Asia Pacific Exhibition & Conference this year. “Our entry is a deliberate step based on our deep understanding of the event’s prestige,” says Amar CC. “We hope to build lasting trust through new connections and are happy to finally contribute to the vibrant business sense the TFWA community represents.” Highlights of PlaySmart’s TFWA Asia Pacific Exhibition & Conference showcase include: • The Travel-Lite Series: A new range of space-saving licensed die-cast and interactive toys, engineered with high- resolution finishes and precision detailing – scaled for portability and on-the-go play. • Impulse-buy innovation: Optimised ‘grab & go’ formats for LOL & MGA Tots, designed for high visibility and fast decision-making in airport corridors and cruise retail – driving stronger impulse conversion. • Bespoke retail solutions: Custom-designed digital merchandising concepts, modular PDQs, and compact display systems – purpose-built for tight travel retail footprints while delivering maximum visual impact. “Travel retail is a distinct ecosystem that requires a higher level of curation,” says Amar CC. “Our strategy goes beyond products – we are presenting complete solutions. From licensed brands to exclusive souvenirs and customised retail concepts, our ‘travel-ready’ philosophy is built to maximise both engagement and commercial performance.” L1 / 1-P21 PlaySmart targets Asia Pacific growth with exclusive travel retail innovations Tuesday 12 May 2026 18 T F W A D A I L Y