From plush companions to activity kits, discover how Singapore Airlines designs children’s amenities that make family travel smoother and more delightful
For many children, the excitement of flying begins with a small moment of anticipation.
It might be receiving an activity kit or a plush companion that stays tucked under an arm all the way home. Small though they may seem, these little touches often become some of the journey’s most precious moments.
Behind every children’s amenity on Singapore Airlines, however, lie months of research, testing and refinement. From understanding how children’s interests evolve to rigorous safety testing for onboard use, each item is carefully crafted with one goal in mind: to make travel easier for families and more enjoyable for young flyers.
Growing with young travellers
As children grow, so do their interests. What captivates a toddler rarely appeals to a school-aged child, making regular refreshes essential to keeping the programme appealing.
Singapore Airlines therefore conceptualises its children’s amenities across three age groups: infants up to two years old, children aged three to six, and older children aged seven to 12.
From comforting plush companions to activity kits and keepsakes that encourage curiosity and independent play, each collection is tailored to children’s developmental needs and renewed regularly to keep pace with changing interests.
Our children’s amenities are designed to be safe, age-appropriate and engaging, while reflecting the warmth and standards of Singapore Airlines,” shares Timothy Chua, vice-president of Lounge Development and In-flight Operations.
Every new collection begins with research. Customer insights, market trends and travel habits shape each concept before it is assessed for play value, age appropriateness, brand fit and collaboration opportunities, then put through rigorous safety testing and operational validation for onboard use.
“Every item must make the journey more enjoyable, and create indelible memories that children and families can continue to cherish beyond the flight”
From playtime to keepsake
The process doesn’t end at launch. Through regular customer surveys and, most recently, a focus group involving more than 10 families, parents and children evaluate everything from bags and activity kits to plush toys and branded collaborations, sharing feedback on usability, durability, age suitability and engagement level.
These insights directly inform future updates, ensuring that the programme remains relevant for each new generation of young travellers.
While practicality sits at the heart of every amenity, Singapore Airlines also designs with something less tangible in mind: the memories children take home long after the flight.
Recent collaborations featuring Disney’s Donald Duck 90, Disney100: Mickey Loves SG, Stitch, Zootopia and, most recently, Toy Story were chosen not only for their familiarity, but also for how they complement the Singapore Airlines experience and create an added sense of wonder onboard.
This approach goes beyond keeping children entertained in the air. Carefully curated amenities help make travel easier for families, while giving young travellers a lasting keepsake to rediscover long after the journey ends.
“Every item must make the journey more enjoyable, and create indelible memories that children and families can continue to cherish beyond the flight,” says Timothy.
For many young travellers, those memories begin with small gestures that can make a journey feel truly unforgettable.
