Destinations of the World News
THE SKY’S THE LIMIT
Next time you fly with your kids, take a moment to salute the genius of Australian-based design studio Buzz, the creative masterminds behind the hugely popular children’s amenity kits for the word’s leading airlines. Buzz director Leonard Hamersfeld share
What are some of the most popular kits or characters Buzz has helped to create?
Enriching the travel experience for junior flyers, Buzz specialises in custom-designed character creation, as well as partnering airlines with the world’s most popular children’s licenses to deliver a memorable journey. Known in the industry to be among the most comprehensive children’s programmes, the Emirates Fly with Me Kids programme originated from the imaginations of the Buzz design studio. The lovable Fly With Me Animals focus on providing adventure, education, companionship and comfort for young globetrotters, and each animal has an individual personality that is engaging and desirable to children. The success of the range shows how collectability and a strong series of characters can work so well for airlines, bringing a fun and exciting travel experience to their youngest travellers. Alternatively, curated licensed partnerships can deliver instant recognition and appeal from desirable brands, and we have created very popular ranges from licences such as SpongeBob Square Pants, Disney franchises and Lonely Planet collaboration for older kids.
What are the key elements of a great kids’ amenity kit?
At Buzz, we understand the art of distraction and how to captivate children. Our kids’ products can deliver a variety of elements such as entertainment (games and activity packs), personal care items (toothbrush and toothpaste), sleep aids (fun eye masks) or comfort items (seatbelt buddy or cuddle friend) to ensure an enjoyable and relaxing flight for the whole family. The aim is to create products that children are excited to use inflight, keep and share. Smaller children enjoy a comfort item or a new friend to enjoy their adventure with, while bigger kids like activity items, useful kits or keepsakes as reminders of their trip. Post-flight use is also significant, as kids are more likely to re-use their goodies at home or in the playground.
What sort of research and testing goes into these products – are they road-tested by real kids? – and where is most of the inspiration drawn from?
Children are always engaging with the world around them, growing and changing so it’s important that we stay ahead of the global play trends to develop dynamic products. Our team is constantly tracking trends and conducting thorough research before developing our product innovations. Our research spans trend analysis, customer insights and online research. We rely on real-life real kids to do in-situ observational reviews, product testing and focus groups to validate our findings. The kids provide invaluable and incredibly honest feedback!
Are you noticing any trends in what kids these days seem to respond to?
The biggest product trend has been the focus on technology and integrating it with real-world experiences. Undoubtedly the proliferation of personal electronics devices has had a huge impact on the entertainment options for children onboard. Technology is as prevalent with children today as it is with adults and is now a key part of entertaining kids on-board. Integrating physical products is an important focus in children’s development and play patterns. We develop apps and games that interact with physical products, as well as gadget holders and cases. Technology allows kids to be engaged, entertained and educated, the fantasy for all parents on a long flight. Buzz has also developed audio products that cater for children aged 0-6 to enable them to better access in-flight entertainment – our innovative audio beanies and audio eye masks successfully blend two key travel needs into a fun and functional product that really works. Another key trend for kids is collectability. Children love collecting! Themes change in terms of what kids are looking to collect, but certainly having a series which evolves and changes for every flight is extremely desirable. The Emirates Fly With Me range has continued to build on the range of lovable and collectable travel buddies for the youngest Emirates passengers.
You also design airline meals for children – how do you cater to fussy eaters and make in-flight meals fun?
Buzz has created fun, re-useable meal boxes for kids to ensure meal time is fun. Qatar Airways’ range of children’s meal boxes feature characters from Hasbro Gaming. Qatar’s child-friendly meals are now served in fun, vibrant and reusable meal boxes, featuring beloved characters Mr. Monopoly or Mr. Potato Head.
“WE RELY ON REAL-LIFE REAL KIDS TO DO IN-SITU OBSERVATIONAL REVIEWS, PRODUCT TESTING AND FOCUS GROUPS”
“THOUGHTFULLYCURATEDACTIVITIESAREAIMEDATFIRINGUP THEIRIMAGINATIONSANDFORGINGDEEPERCONNECTIONSWITH LOCALNATURE,WILDLIFEANDCULTURE”
FOR THE WILD CHILD – AFRICA
Luxury experiential travel company & Beyond truly does go (above and) beyond when it comes to creating spectacular experiences for intrepid young explorers, creating a bespoke “WILDchild” programme to introduce children to the majestic beauty of Africa’s wildlife. Across its portfolio of luxury African lodges and camps, young guests are treated to thoughtfully curated activities aimed at firing up their imaginations and forging deeper connections with local nature, wildlife and culture. Depending on where you visit, this could include anything from making traditional bows and arrows or beading and crafting to tracking and fishing. At the & Beyond Sossusvlei Desert Lodge in Namibia, for example, children may partake in stargazing and local Bushman games; in the Okavango Delta, the fun could include fishing or fashioning necklaces out of the Delta’s gorgeous waterlilies. Upon arrival, children receive a backpack with scrapbook and other treasures, which they use to track and record their journey – creating a timeless memento of their wild African adventures. Best for: Budding David Attenboroughs with a thirst for adventure and a love of nature. www.andbeyond.com/about-us/wildchild-programme.htm
A MAGICAL TEA PARTY – LONDON, ENGLAND
Taj 51 Buckingham Gate is a luxurious, suite-only hotel situated smack-bang in the heart of London – perfect for families looking for a luxury city bolthole. The five-star property also boasts a fantastical “Afternoon Tea in Wonderland”, a relaxed way to while away an afternoon with young sweet-tooths. Hosted in the hotel’s beautiful Kona restaurant (and also in the courtyard at fellow property St James Court, a Taj Hotel), the experience leads guests deep down the rabbit hole, where they’ll enjoy such delicacies as “Queen of Hearts” mango tarts, Dodo’s watermelon jelly, “Drink Me” strawberry potion, “Pocket Watch” bubblegum macaroons and “Bird in the Tree” (chicken and sultana on carrot bread) finger sandwiches. The afternoon tea is run in conjunction with the Taj Hotels Resorts and Palaces’ Kids@Taj programme, which sees young guests receive a special goodie bag and passport, plus fun activities, games and a themed London activities guide. Children also enjoy perks like personalised giant cookies with marshmallows and hot chocolate before bed. Best for: Young literary fans, who’ll delight in seeing the vivid descriptions of Wonderland’s delicacies come to life. www.taj51buckinghamgate.co.uk
A TREAT FOR ALL-AGES – CYPRUS
Anassa is the ultimate luxe all-rounder. This newly refurbished resort is beautifully designed in the style of a traditional Cypriot village, and houses everything from suites and villas to a gorgeous secluded beach, spa, village square, olive groves and bright bougainvillea popping against the azure ocean. Every age group is catered for, from the Globetrotters Club with experienced nannies for young children (aged four months to three years), to the Adventurers Club (3 – 5 year olds), Voyagers Club (5 – 8 year olds), Pioneers Club (8 – 13 year olds), and Escape, an urban graffiti hang-out for teens (open in July and August). Kids can also partake in everything from sports clubs and lessons to spa treatments. Parents with young babies will love the Baby Go Lightly service, which allows you to order space-hogging items like nappies, potties and high chairs prior to arrival, while children’s menus and early restaurant sittings make dining with little ones a breeze. Best for: Families with children of varying ages and interests – from junior pedicures to piano, private diving or tennis lessons, Anassa is like the Mary Poppins of upmarket resorts with something to make everyone happy. www.anassa.com
THE “ORIGINAL” DISNEYLAND – COPENHAGEN, DENMARK
Founded in 1843, Copenhagen’s Tivoli Gardens is often credited with inspiring Walt Disney to create Disneyland. There’s an innocent, nostalgic magic to these gardens and amusement park – especially at night, when twinkling lights bathe the park in a beautiful glow. Retro rides sit alongside thrill-seekers’ delights like The Demon – the first rollercoaster in Scandinavia featuring a virtual-reality experience – meaning there’s something for everyone. The park also hosts outdoor concerts and events; locals love to picnic on the lawns, while a host of gourmet offerings will satisfy even the pickiest of palates. To really make the most of it, bed down at the luxurious, Moorish-inspired Nimb Hotel, which sits within the confines of the gardens. This November will see the opening of Tivoli Corner, adding over 20 new luxury suites and rooftop terrace. Little hotel guests receive a special surprise upon arrival, and Nimb Hotel guests also enjoy free admission and multi-ride tickets to Tivoli Gardens. Don’t miss: The gardens at night – a fairytale scene that will delight both young and old. www.tivoli.dk/en and www.nimb.dk