Member Article

Milk Jnr’s & Kidsworks launch TUI activity pack

Milk Jnr’s & Kidworks – the Manchester & London based agency that specialises in creating engaging kids activity packs for some of the world’s biggest companies and family brands – has produced and launched a brand new in-flight pack for TUI Group. The pack is now being rolled out across TUI’s various airlines: TUIfly Nordic, Holland’s Arkefly, Belgium’s Jetairfly and Thomson Airways in the UK.

The Milk Jnr’s & Kidworks team was briefed to create a pack that included a mix of activities so there was something to keep children from two to 10 years entertained. The main pack for short haul flights includes a specially commissioned activity booklet called ‘The Adventures of the Travelling Suitcase’ along with crayons and a colourful TUI branded box.

As space was limited - and each of the TUI country languages needed to be incorporated into all puzzles and games - Milk made the piece ‘language neutral’. This means that every element is self-explanatory and easy for children of all ages to understand. The ‘travelling suitcase’ theme is carried throughout the pack with lots of puzzles and colour-ins; all of which are based on summer holidays.

Activities include a big TUI plane to colour-in (this is a character the agency specifically developed for the packs), Spot the Difference, Suitcase Maze, Holiday Maths and Match the Flag. TUI Group is an advocate of sustainability in the countries it operates in, so that too has been incorporated.

The long haul pack features all of the above plus a logic game called ’Passenger Puzzler. The characters in this game, which has multiple outcomes so children can play it over and over again, includes a mixture of both passengers and TUI staff - some of whom were named after genuine members of the team.

Claire Serdet - Inflight Product & supply Chain Manager - said: “We always offer our travellers – including our young, but very important customers - the best possible experience whenever they fly with us. However, we know that parents can also feel hugely embarrassed when their child is bored, especially when that boredom affects the on-flight ambience for other passengers. So, we wanted to try and eliminate the angst and we hope this exciting new product will do exactly that.“

Whilst Zoe Telfer – Client Services Director at Milk Jnr’s & Kidworks - added: “Our aim was to create something that gives real stand-out in what is an incredibly competitive marketplace. We think we’ve achieved our aim whilst still conveying the essence of the TUI brand. The newly created characters in the booklet and game are a big part of the packs and we see them as an integral element of future editions.“

This was posted in Bdaily's Members' News section by ConkerPR .