Cannes_2026_TUESDAY_ISSUE_DIGITAL

P laysmart’s primary objective at TFWA World Exhibition & Conference is to deepen partnerships with leading travel retail operators, concessionaires, and duty free buyers while introducing its expanded portfolio to a global audience. “TFWA Cannes is the epicenter of travel retail networking,” says Amar, Managing Director, Playsmart. “We are here to demonstrate how our high- engagement, travel-friendly toy and family entertainment lines can drive footfall, basket size, and dwell-time spending across airport terminals and border shops worldwide.” This year, Playsmart is spotlighting its latest Crochet Flowers and Lights from Anywhere for unique travel gifts. The Crochet Handmade Flower is a unique, premium gift for loved ones, a birthday gift, or a decorative item for a room. Meanwhile, with Marvin’s Magic Lights from Anywhere watch the mysterious lights appear from anywhere and make lights jump from hand to hand. This cool trick is quick to learn with help from online video tutorials and a full instruction booklet included. “Every product we present blends fun and durable, travel-ready packaging,” Amar explains. Amar highlights that travel retail exclusives are essential, transforming a simple transaction into a memorable purchase. “Travelling parents and gift-givers actively seek novelty and value they cannot find on the domestic high street,” says Amar. “We are presenting exclusive travel gifts and multi-pack sets created specifically for duty free channels. These feature custom, transit- Playsmart targets global travel retail growth with expanded portfolio friendly packaging, value-add collector components, and compact footprints optimised for carry-on luggage and point-of-sale display fixtures.” Travel retail is a strategic cornerstone for Playsmart. It acts as both a premium revenue driver and an unparalleled global brand showcase. “Airports and duty free hubs give us direct visibility before millions of international families in a captive, positive spending mindset,” Amar explains. “Capturing the family travel demographic is vital for duty free operators seeking category diversification, and Playsmart is positioned as a turn-key solution in that space.” While Playsmart has established strong roots and proven market leadership across the Middle East and GCC, its core growth targets at TFWA World Exhibition & Conference include Europe, Asia-Pacific, and key transit hubs across the Americas. “As passenger traffic rebounds across international hubs, we see massive potential in regional European and Asian airports looking to elevate their family and toy retail concepts beyond conventional offerings,” says Amar. For Amar, what makes TFWA World Exhibition & Conference unmatched is the density of decision-makers under one roof. “It bridges commercial scale with genuine industry community. The energy on the show floor flows calm and the opportunity to test real- time feedback with operators across multiple continents in a matter of days, is invaluable.” RedVillageM35 Tuesday 29 September 2026 60 T F W A D A I L Y