This February, children's favourite 'Paddington Bear' will join British Airways - the UK's flagship carrier - on all its regional services to and from the Middle East.
In celebration of the world's favourite bear's 50th anniversary, the 'world's favourite airline' is launching its new in-flight, Skyflyers' pack for children.
The activity bag, which has been designed to look like Paddington's famous and well-travelled suitcase, will be available for children between the ages of three and five on British Airways' daily service between Bahrain and London Heathrow.
As an extra treat, the in-flight entertainment system will also be showing Paddington Bear programmes and children will be able to print off colouring sheets and luggage labels from www.ba.com before they travel.
In the absence of any marmalade sandwiches, the pack itself contains an activity book, stickers and crayons to keep children entertained.
The Paddington pack - which can be re-used as a bag for school or play - also contains a magazine filled with features, puzzles and interesting facts from around the world and comes with a multi-colour pen and a pack of playing cards.