British budget airline EasyJet is launching a children's book club this summer to encourage kids to enjoy reading.
Available on 147 UK flights, the 'Flybraries' have been curated by renowned British children's author and Children's Laureate Jacqueline Wilson. Titles include classics such as Peter Pan, The Railway Children and Alice's Adventures in Wonderland.
In addition to borrowing a copy from the trolley during the flight, kids will also be able to download samples of their chosen book when they land, as well as a sample of Wilson's new novel Wave Me Goodbye.
The airline developed the reading scheme after finding eight in 10 parents agreed that their kids read less than they did when they were their children's age.
For more on airlines developing innovative avenues to engage with their passengers, see our report Agile Airlines Reshape Travel. For more creative airline and brand collaborations, read Hospitality's Heightened Fitness Focus, Delta x Alessi: Airline Tableware and Empathetic Brand Engagement.