Air Serbia has announced it will begin distributing plush teddy bears to infants on its flghts from tomorrow as a gesture of welcome and care. The initiative builds on the airline’s broader family-focused services, including its Sky Au Pair programme on long-haul flights, under which a specially trained cabin crew member assists families travelling with small children, as well as dedicated check-in facilities for families with children at Belgrade Nikola Tesla Airport. “This initiative is part of a broader commitment to creating a pleasant, stress-free environment for families, particularly during a child’s first flight, which can often be a challenging milestone for parents. Through this symbolic gift, Air Serbia aims to foster a more relaxed atmosphere on board for families and fellow passengers alike, promoting a culture of understanding and empathy”, the carrier said. It added, “This new initiative aligns with Air Serbia’s wider strategy to elevate service standards, strengthen brand loyalty through positive emotional engagement, and develop corporate social responsibility activities that inspire and contribute to a more seamless journey for all”.

Air Serbia’s Head of Marketing and Guest Experience, Bojana Knežević noted, "Air Serbia continues to build a brand rooted in empathy and authentic hospitality. We are placing a special focus on families because we recognise that a baby’s first flight is a significant milestone. Our plush teddy bear is intended to bridge those moments of uncertainty during take-off and serve as a lasting memento of their first encounter with the skies. We want parents to feel supported and infants to experience comfort from the moment they board”.