‘Convenience meets character’ – Relay introduces new mascot HAY to mark 25th anniversary

Relay, the international travel essentials brand operated by Lagardère Travel Retail, has introduced a new mascot named HAY to mark its 25th anniversary.

Designed to strengthen customer engagement and emotional connection, HAY will appear in Relay stores worldwide as part of the brand’s commitment to experience-led retail.

Visually, HAY takes inspiration from the Relay logo itself. The mascot features a minimalist design and is small enough to sit beside a coffee cup – making it suited to physical installations and digital touchpoints.

“HAY embodies the spirit of Relay: always here, always moving, always by your side,” said Lagardère Travel Retail Executive Vice President Retail Nathalie Simon. “We’re not just celebrating 25 years of success – we’re opening a new chapter where convenience meets character, and where every traveller feels welcome and cared for.”

HAY’s character is built around empathy, curiosity and cultural awareness. It offers practical support – such as wayfinding within the store and highlighting services – while also celebrating local products.

Additionally, HAY draws attention to little moments of well-being: a good book, a local product or a quiet moment to relax. The character doesn’t promote prices or push offers but instead informs, inspires and accompanies the traveller throughout their journey.

The mascot will be rolled out progressively, becoming a consistent editorial and visual presence throughout Relay’s global retail network. Its introduction reaffirms Relay’s role as a trusted companion in travel and the brand’s ambition to enrich the retail experience beyond the transactional.

This initiative further builds on Relay’s core strategic pillars: one-stop shop, efficient & adaptable, cultural awareness, and global presence.

One-stop shop refers to Relay’s comprehensive travel essentials offer. Efficient & adaptable encompasses the commitment to delivering seamless customer experience, while cultural awareness reflects on the local relevance of the stores’ offers. Finally, global presence refers to the brand’s multi-channel and multi-market retail network.

Relay’s mission is to make travel smoother and more enjoyable by offering a wide range of essentials – from reading materials and snacks to tech accessories and last-minute gifts. It has more than 1,100 stores across 34 countries in over 100 airports and over 500 railway and metro stations.

Over 25 years, the brand has consistently evolved to meet changing traveller needs, launching its Next Generation concept in 2020 and unveiling a refreshed brand identity in 2023 under the signature ‘Relay, What Moves You’.

The launch of HAY comes two years after the roll-out of ‘Relay, What Moves You’, and is the latest evolution of the brand’s ‘One Step Ahead’ strategy. Looking ahead, Relay seeks to encourage more responsible and safe travel through the promotion of a responsible offer, better consumption and local products.