Smiley in an alliance with Formia

In its zest to foray into the children’s amenity kit market specifically targeting the airline industry, the Smiley Company has teamed up with Hong Kong-based company Formia.

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.

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

“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,” she added.


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