TWIRM is a swift and solo affair this week as Kate looks at the new app from infant retail brand Mamas & Papas, the screens heading to UK health and beauty retailer Superdrug, and the hopes to develop packaging so it plays more of a role in retail media networks.

Story One:

Superdrug rolls out 500 high-tech digital screens to enhance in-store experience

https://www.retailgazette.co.uk/blog/2025/04/superdrugdigital-screens/

Story Two:

Mamas & Papas launches new app for parents

https://www.retailgazette.co.uk/blog/2025/04/mamas-and-papas-app/

Story Three:

AIPIA launches packaging network to boost media and consumer engagement

https://www.packaginginsights.com/news/AIPIA-interactive-brand-packaging-network-launch.html

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