Feature: Kids in the air
Designed for under 12s, these draw on an extensive portfolio of familiar games and
licensed characters packaged in ultra-lightweight boxes. Familiar characters include Disney Princesses, The Gruffalo, Peppa Pig and Moshi Monsters with the activity kits designed to use minimal onboard space to the optimum. In addition, many airlines are now looking to develop custom-designed character suites and entertainment products. Adds Leonard: “The preference for exclusively-designed children’s inflight products is increasing. The creation of innovative products can help an airline promote a truly unmatched inflight experience. Delivering a memorable travel experience for young globetrotters, these unique character and story opportunities can be an exclusive fit and easily identifiable with the airline brand.”
Giving kids a good travel experience can have long- term implications for sales too. Charlotte Gade, sales and marketing manager,
Uniset notes: “Kids today have
strong power in the family’s decision- making and it stretches far beyond the
choice of breakfast products. If a child has a good experience with one airline they are more than likely to make their argument in the family to travel with the same airline next time they book. Kids today are well informed and so the way to success is to take them seriously.”
Where, in the past, airlines used large amounts of employee time and budgets to develop their inflight entertainment services, now they are more likely to use a specialist.
Says Charlotte: “Using a specialist like Uniset saves resources. Airlines know they can rely on the toys and gadgets to fulfil their demand.
"If a child has a good experience with one airline they are more than likely to
make their argument in the family to travel with the same airline next time they book"
All our
products have undergone a long process
of development to ensure they keep kids entertained, are cabin-
friendly and can play an active role in building customer loyalty.”
The trend towards out-sourcing has also made it easier for airlines to manage their stock control costs. Adds Charlotte: “As we work with a fast track delivery model we can be very flexible. The Uniset toys and gadgets are typically produced within 30– 45 days so airline clients can keep stocks at a minimum, save costs for storage and improve cash flow.”
Custom-designed character ranges also provide opportunities to change and vary the offering by developing the character and its
story over time, increasing the product life and the ability for products to evolve and grow. airberlin’s Air Bear is a huge favourite with the airline’s young passengers and skysupply director, Wolfgang Bucherl, is planning to expand the concept for airberlin with a fun travel pack served up in a foil pouch. Says Bucherl: “Unlike any other low cost airline, airberlin really looks after its young passengers.” The new concept features a globe of the world, a lanyard with an ID card, an origami game and a dice and board. Outbound children are given a ‘Reisepass’ or passport and a double-sided tile puzzle. The Munich-based supplier has also come up with some fun ideas for young Aeroflot passengers. Buzz has created a one-of-a-kind, collectible children’s offering for Emirates. The Fly With Me Monsters focus on adventure, companionship and comfort and are designed to educate and develop children’s creative minds. They were launched after extensive research and extended product testing sessions, surveys, international toy and brand forecasting as well as laboratory testing to ensure high standard product integrity and extensive play time for children. Similarly, Air New Zealand’s Jet Cadets; Jack, Abi and Squib were born in the Buzz studio
Main photo: skysupply inbound kids’ concept for airberlin featuring the popular Air Bear; far left: Inflight puzzle from Global Inflight Products; near left: New Livingston ‘Gullie” kiddy pack from Fun for Kids
www.onboardhospitality.com 17
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