Smiley partners with Formia for children’s amenities


The Smiley Company has teamed up with Hong Kong-based company Formia for a new foray into the children’s amenity kit market specifically targeting the airline industry.

Formia will launch amenity kits under both the SmileyWorld and Rubik’s brands, with the aim to create a more memorable passenger experience through a variety of games and through fun and brain-teasers.

“This is an exciting development aligned perfectly to both Rubik’s and SmileyWorld’s mission & vision,” said category VP, Lori Heiss, commenting on the new deal.

“The amenity kits will feature a range of products that will be fun and innovative, with the aim of appealing to an ever more discerning audience. With kits for a variety of age groups including baby, tweens and adults which have been curated to deliver a fun and refreshing onboard experience with a range of beauty products, stationery and activity kits. It’s a great to be expanding our partnership with Formia, who is a first-class partner to help us realise these products potential.” 

Source: – Jack Ridsdale