Introducing Hay: The new incarnation of the Relay brand mascot
Meet Hay, the new mascot destined to bring the Relay brand to life
Relay, the international Travel Essentials brand operated by Lagardère Travel Retail, has launched Hay, a new mascot designed to embody the values of the brand.
The mascot is revealed as Relay celebrates its 25th anniversary this year. Conceived as part of a broader effort to enrich the customer experience, Hay will be progressively introduced across Relay stores around the world.
In increasingly fast-paced and sometimes impersonal travel environments, Relay aimed to create a mascot that could serve as a point of connection. Hay was designed to act as a non-commercial, non-intrusive companion — not a seller, but a guide. Its presence in stores aims to support travelers by making their journey through Relay spaces easier, more enjoyable, and more meaningful.
Visually, Hay was born from the Relay logo itself: its shape is derived from the letters of the brand, creating a character that is familiar, yet distinctive. The design is deliberately simple and compact — Hay stands barely taller than a coffee cup — making it suitable for both physical signage and digital communication.
Relay's instantly recognizable bright red stores, visible from afar, have long been a familiar and
trusted landmark in airports, railway and metro stations
According to Lagardère Travel Retail, Hay’s personality was carefully crafted. “It is curious, caring, and observant, attentive to travelers and their needs, but never intrusive. It offers practical help, such as orienting people within the store or highlighting relevant services, but also draws attention to little moments of well-being.”
By introducing Hay, Relay is reaffirming its long-standing position within transit hubs as a trusted travel partner. The mascot is a “natural extension of this role — one that adds personality to the brand without altering its core mission”.
“This environment will allow the mascot to interact with travelers before, during, and after their physical visit — reinforcing its role as a consistent and recognizable companion across touchpoints. Whether on screens in-store, on the brand’s digital platforms, or in future campaign materials, Hay’s personality will remain central to how Relay engages with its audience.”
Hay is being rolled out progressively in selected stores and formats and will become a consistent visual and editorial presence across Relay’s global network in the coming years.
Following the unveiling in 2023 of What Moves You, its new brand signature celebrating Relay’s successful journey, Relay is reinforcing its commitment to meaningful customer engagement and experience-led retail.
According to Relay, the brand “comes to life” with Hay, as a friendly, travel-savvy buddy. “This new chapter reflects Relay’s commitment to staying one step ahead, constantly reviewing its concept and retail offer to meet the expectations of modern travelers,’ Relay stated.
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Nathalie Simon, EVP Retail Lagardère Travel Retail, commented, “With Hay, we’re not just celebrating 25 years of success — we’re opening a new chapter in the Relay story. A chapter where convenience meets character, and where every traveler feels welcome and cared for. HAY embodies the spirit of Relay: always here, always moving, always by your side.”
With a global footprint of more than 1,100 stores in over 30 countries, Replay delivers a wide range of carefully curated items, from food-to-go and tech accessories to beauty and wellness essentials.
And its customer-centric approach is paying off. Relay achieved a 97% satisfaction rate, with 80% remaining loyal to the brand for over five years.
