Brussels Airlines Brings The Smurfs To The Skies

Brussel Airlines has partnered with Belgian comic franchise the Smurfs to engage children onboard and “promote the best of Belgium.”

Children traveling on Brussels Airlines will now be treated to a Smurf lunchbox with coloring books, memory games and finger puppets.

Two new Smurf characters—Captain Smurf and Cabin Crew Smurfette—were created specifically for the project. Along with Safari  Smurf, who travels to Africa, they are included on the front of the children lunchboxes.

“The partnership with the Smurfs is a logical one for us, as we always aim to promote the best of Belgium,” vice president of customer experience Anne Tricot said in a statement. “The Smurfs are another world renowned Belgian ambassador to come on board at Brussels Airlines.”

The announcement is another in a line of initiatives Brussels Airlines has created to “make travelling with children as comfortable as possible.” Last year, the airline began offering a free travel package that includes a 20% discount for children and a 90% discount for infants called “b.family.”