Polaroid Eyewear, a division of the StyleMark Group, will be exhibiting at the TFWA World Exhibition for the first time this year. The decision to take a stand in the Golden Village (stand GO15) marks the culmination of a highly successful year for Polaroid’s travel retail division, set up at the beginning of the year in order to build sales and distribution in this market sector.

“We’ve had a truly amazing response to the brand – from airport retailers, airlines and cruise ships,” said Rebecca Harwood Lincoln, Global Travel Retail Manager for Polaroid Eyewear. “All our current airport retailers have increased their existing Polaroid collections and we’re now in discussion with a number of key retail operators. We have secured a number of new in-flight listings – including South African Airways, British Airways, Virgin Atlantic, Air Mauritius, Kenya Airways and Arik Air – and have also secured a listing with Harding Brothers for its P&O, Saga and Thomson cruise ship shops.”

The TFWA World Exhibition will see Polaroid Eyewear introducing its 2010/11 collection for adults, as well as its licensed Disney and Hello Kitty ranges for children and teenagers. All feature Polaroid’s trademark quality polarized lenses and total UV400 protection combined with colourful yet stylish junior sunglasses in metal and plastic styles.

For 2010/11, Polaroid is introducing new designs as well as continuing with classic best sellers such as the stylish P4036 rimless metal frames for men and the elegant P8017 ladies plastic sunglasses with beautiful interlocking circles. General trends for 2010/11 remain classic and contemporary, with a selection of metal aviators and wrapped styles, as well as ladies plastics with simple yet detailed temple design and great branding.

Finally, Polaroid will also show its range of Polaroid Suncovers for those travelers who wish to continue wearing their everyday glasses. The Suncovers are already proving a great success. Spectacle wearers simply place one of these bigger sunglasses over their own prescription glasses and – bingo – sun protection and perfect vision. And gone are the days of the “orthopaedic look” associated with this type of product – the 2011 range has been cleverly styled to look like regular sunglasses.