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.” 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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