FORMIA Enters the Children’s Amenity Kit Sector


FORMIA’s new development into the children’s amenity kit market aims to embrace a more inclusive, memorable passenger experience through a variety of games and toys to serve the younger market. As an industry leader, FORMIA is confident that its new range of children’s products will be as successful as its long-established adult-oriented kits.

Delighted to be curating fun and innovative children’s kits, FORMIA is in partnership with some of the best known ‘character’ brands in the world, offering younger passengers a unique and entertaining travel experience. Initially partnering with two outstanding brands – Smiley brand, one of the most widely recognised, iconic symbols in the world for over 45 years; and Rubik’s Cube, an icon of 1980s pop culture and the best-selling toy in history. FORMIA is immensely proud to have secured an exclusivity agreement with both brands and represent their global distribution.

Universally associated with creativity, happiness and fun, Smiley is an ever-popular and evergreen brand that appeals to all generations, with roots in youth culture and symbolising youth spirit. According to a recent Toluna survey, the brand has 97% recognition worldwide as a symbol of positivity. Needing no introduction, Rubik’s Cube is a renowned artistic, high-quality architectural device created to teach movement in design and puzzle solving.

FORMIA CEO & Managing Partner, Roland Grohmann, told Amenities: “This is a hugely exciting and significant endeavour for FORMIA. We aim to become the recognised leader in the younger passenger market by providing children with a unique brand and product experience.

The new products will be fun and innovatively current to appeal to an ever more discerning younger audience, an indulgent traveller of all ages. We care about our young passengers. The new amenity kits will be created on the basis of proven child development drivers for each age group, and curated to deliver an exciting and educational-driven on-board experience that will stay with them for a lifetime.”