Milk - the Manchester-headquartered agency that specialises in the production of engaging children's amenity kits for some of the world's biggest brands in the airline, travel and leisure sectors – has been appointed by Alpha Group to create a series of innovative and engaging family entertainment solutions for Air Arabia and The Lounge @ Sharjah International Airport, in the Emirate of Sharjah.

Alpha UAE (part of the dnata group) was founded in 1959 and offers catering services in 64 airports, cargo services in 48 airports and ground handling in 86 airports. Milk secured the project after meeting the Alpha UAE team at the World Travel Catering & Onboard Services Expo which took place in Hamburg.

The first new children's amenity kit is now being used and is primarily aimed at young passengers aged between three and 12 years travelling on Air Arabia flights and using The Lounge facilities.

The core aims are to enhance their travel experience by providing educational and entertaining content that leaves lasting memories, and to create positive brand impressions amongst parents and guardians.

Aimee Johnstone – client services director at Milk – said:

"We are delighted to have been appointed by Alpha UAE to support two of the Middle East's most iconic travel brands. Our focus will now be on developing engaging, age-appropriate content that aligns with both brands' values."

Mark Whelan – general manager at Alpha UAE – added:

"We were really impressed with Milk's experience alongside its strategic and creative thinking. We are very confident the new kits will resonate with young travellers, and we look forward to seeing them being rolled out."