Harding+ launches industry-first Palm Pals retail takeover onboard P&O Cruises’ Iona
Harding+ welcomes passengers to the Palm Pals Market onboard P&O Cruises' Iona
Harding+ is celebrating a cruise retail industry first: a fully immersive, supermarket-themed storeHarding+ welcomes passengers to the Palm Pals Market onboard P&O Cruises' Iona takeover in partnership with P&O Cruises and collectible plush brand Palm Pals.
In association with Aurora World, the activation launched on May 18 onboard P&O Cruises’ Iona. The high-energy retail experience is designed to captivate a younger, more multi-generational guest demographic through interactivity, collectability, and fun.
A travel retail exclusive, the Palm Pals activation redefines the onboard shopping space as a vibrant, story-led destination. Running throughout the summer season, the activation transforms Iona’s retail environment with playful theming, colorful installations, and cruise-wide integration, creating an experience that’s as joyful as it is memorable.
Linzi Walker, Chief Commercial Officer at Harding+, said, “With more families and younger guests cruising on Iona than ever before, we wanted to create something that speaks directly to them. This takeover with Palm Pals is about more than product - it’s about storytelling, emotion, and connection and we are delighted to be partnering with Aurora World to bring this innovative retail theatre to life.”
A ‘Get Your 5 a Day’ program encourages guests to collect characters throughout their cruise, tying into the activation’s fruit-and-veg theme
From the moment guests approach the store, they’re welcomed into the whimsical world of Palm Pals. A giant plush avocado character provides a photo opportunity, while themed displays, mini shopping baskets, and a retail team dressed in branded aprons bring the supermarket experience to life.
Inside, the ‘Get Your 5 a Day’ program encourages guests to collect characters throughout their cruise, tying into the activation’s fruit-and-veg theme. The official launch will be marked by a ribbon-cutting ceremony led by Iona’s Head Chef, blending culinary theatre with playful retail.
Beyond the store, Palm Pals toys are featured throughout the wider onboard journey thanks to a close collaboration between Harding+, P&O Cruises’ entertainment and F&B teams, and Aurora World. Highlights include:
- Storytime sessions using food-themed Palm Pals as interactive props
- Coloring competitions and prize draws to boost engagement
- Surprise Palm Pals appearances in restaurant settings for added delight
- A poolside movie night starring popcorn-themed Palm Pals
- Branded touchpoints throughout public spaces and in cabins.
Garry Stoner, Travel Retail Sales Manager at Aurora World, commented, “Since launching Palm Pals four years ago with just 12 SKUs, this concept has broken all records. We are now at 165 SKUs and growing. The collectability of Palm Pals really helps generate consumer sales. We are delighted to be working with Harding+ to bring to life this new, amazing retail concept.”
This exclusive launch marks Palm Pals’ first foray into an activation of this kind and reinforces Harding+’s commitment to creating immersive, meaningful, and guest-led retail moments - blending entertainment, experience, and commerce in new and unexpected ways.
