13 June 2025
FORMIA Launches KiDCURATE™, A New Product Category For Families In Exclusive Collaboration With Hasbro
Hong Kong, 12 June 2025 — FORMIA, the global leader in branded passenger amenity and comfort items for the airline industry, today announces the launch of KiDCURATE™, the company's dedicated kid's product category created to deliver joyful, insight-led brand experiences for young travellers and their families. With amenity kits, toys, and interactive digital experiences, KiDCURATE™ gives airlines a fresh way to reimagine the family travel journey—in the skies and beyond.
First showcased at WTCE 2025, FORMIA gave airline partners a look at the creative depth and potential of the children's category. At the centre of the launch is FORMIA's first-of-its-kind exclusive collaboration with Hasbro, a leading games, IP and toy company. This agreement unlocks access to hundreds of the world's most coveted children's brands—including PEPPA PIG, PJ MASKS, MONOPOLY, FURBY, MY LITTLE PONY, and TRANSFORMERS—giving airlines the flexibility to tailor experiences to a variety of brand preferences.
The collection also features premium offerings from French brand Kaloo for infants and toddlers; BAPE's Baby Milo for fans of luxury streetwear; Cavalli Junior and Golden Goose, adding the touch of luxury FORMIA is known for; and Chupa Chups, the iconic lifestyle brand that brings joy to all ages.
FORMIA partnered with UK-based family strategy and insights experts, Kids Industries, to bring their new children's category to life, responding to the growing demand for family-centric innovation onboard. The new category combines beloved brands, thoughtfully designed products, and integrated digital and real-world experiences to create memorable, emotionally resonant moments for children and their families.
"Airlines increasingly recognise the importance of the in-flight experience for families and its meaningful role in passengers choosing which airline to fly. We see a clear opportunity to align with our airline customers' family strategies and values. KiDCURATE™ marks the beginning of a new chapter in family travel—introducing first-in-category experiences built through thoughtful brand partnerships and designed with families in mind. Our passion lies in curating meaningful moments that leave lasting memories, a hallmark of our elevated brand collaborations and a key differentiator in FORMIA's offering for children," said Roland Grohmann, Chief Executive Officer & Managing Partner, FORMIA.
The category's collectable MONOPOLY DEAL Hardcase Kit launch product has already garnered strong industry interest. Its innovation pipeline includes the Hasbro and FlightPath3D ScreenPlay Kit, a hybrid experience that connects the amenity kit with inflight entertainment, blending tactile play with on-screen adventures.
“Hasbro is taking the skies with FORMIA! KiDCURATE™ is a brilliant way to bring the magic of our brands—like PEPPA PIG, MONOPOLY and TRANSFORMERS—to families as they explore the world together. At Hasbro, we believe play should be everywhere, and this collaboration transforms travel into a joyful, shared experience that sparks imagination from takeoff to landing,” said Matt Proulx, Senior Vice President, Global Experiences, Partnerships and Music, Hasbro.
"For children, travel is more than transit—it's an adventure filled with discovery and excitement. With KiDCURATE™, we're helping airlines enrich the family experience through tailored products and engagement strategies at every stage of the journey, from pre-flight to post-arrival. We thoughtfully design every element to meet the unique needs of young travellers and their families," said Marisa Pitsch, Chief Marketing Officer, FORMIA.
Following its successful unveiling, FORMIA actively engages with airline partners on upcoming KiDCURATE™ programs and brand collaborations—building a long-term roadmap for family-focused in-flight experiences that combine creativity, functionality, and brand storytelling.
NOTES TO EDITORS
ABOUT HASBRO
Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With over 164 years of expertise, Hasbro delivers groundbreaking play experiences and reaches over 500 million kids, families and fans around the world, through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, film, TV and more.
Through its franchise-first approach, Hasbro unlocks value from both new and legacy IP, including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, MONOPOLY, HASBRO GAMES, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands. Powered by its portfolio of thousands of iconic marks and a diversified network of partners and subsidiary studios, Hasbro brings fans together wherever they are, from tabletop to screen.
For more than a decade, Hasbro has been consistently recognised for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, a 2025 JUST Capital Industry Leader, one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50, and a Brand that Matters by Fast Company. For more information, visit https://corporate.hasbro.com or @Hasbro on LinkedIn.
ABOUT KIDS INDUSTRIES
ABOUT FORMIA
FORMIA is the global leader in branded passenger amenity and comfort items, offering tailor-made inflight service products including amenity kits, cosmetics, sleepwear, bedding, and KiDCURATE™—a new dedicated category for young travelers. For over 20 years, FORMIA has pioneered brand collaborations in the airline space, partnering with the world's leading airlines and consumer brands across luxury, travel, lifestyle, and well-being. With a distinctive design approach, a commitment to sustainability, and deep operational expertise, FORMIA creates thoughtful, high-impact passenger experiences that enhance every journey.
ABOUT KiDCURATE™
KiDCURATE™ is FORMIA's dedicated product category for families and young travelers—designed to deliver elevated brand experiences and insight-led engagement across every stage of the family travel journey. From exclusive partnerships with globally loved brands like Hasbro to thoughtfully curated products that balance creativity, function, and play, KiDCURATE™ enables airlines to connect meaningfully with children and families. Built with the same focus on innovation, quality, and storytelling that defines FORMIA's broader portfolio, KiDCURATE™ helps transform family travel into memorable moments of connection and delight.
FROM THE JOURNAL