easyJet has launched free Teddy Trackers for children in partnership with the family connection and safety app Life360, aiming to help families avoid losing comfort toys while on holiday. The trackers will be available free at easyJet bag drops from July 31 at London Gatwick, Luton, Manchester, Edinburgh and Belfast airports, while stocks last.
The initiative follows research commissioned by easyJet which found that 65% of UK parents say their child has lost a favourite soft toy or comforter while on holiday. Cuddly rabbits were the most commonly lost toy (26%), followed by traditional teddy bears (25%) and action figures or dolls (15%).
The impact of losing a comfort toy
According to the survey, 31% of families who recently lost a favourite toy said bedtime became much harder, with children taking an average of six weeks to mourn their cuddly friend. To cope, 29% of parents immediately bought a replacement toy online hoping their child wouldn't notice, while 26% created a story to explain the disappearance. More than half (55%) confessed they would change their holiday plans to retrieve the missing companion.
Almost half of parents (49%) whose child lost a favourite toy reported that airline and hotel staff have been key to reuniting them with lost toys over the years.
How the Teddy Tracker works
The Teddy Trackers fasten to children's favourite companions and can be tracked via the Life360 app. Life360 reports more than 40,000 toys have been actively tracked in the last 12 months through its Tile trackers.
easyJet Captain Matthew Clutterbuck, who previously launched an appeal to reunite teddy bear Shackleton with his owner after being left onboard a flight to Luton, said: "We know that a child's favourite toy is much more than something that can be packed in a suitcase. It's often their constant companion on every adventure, providing familiarity, comfort and reassurance throughout their journey. That's why I was so passionate about helping reunite Shackleton with his family and why we're delighted to support families with our new Teddy Trackers."
A family companion
The research also highlights the importance of these companions: 33% of parents said their child's favourite toy is considered a member of the family, 37% said the toy regularly appears in family photos, and 33% talk about it as if it was a real person. The top toy names reported are Bunny, Teddy, Fluffy and Billy.
Stuart Wright at easyJet holidays said: "We know it's often the little things that make the biggest difference to a family holiday. For many children a favourite comfort toy or teddy is an important part of the journey and losing it can be upsetting at what should be an exciting time. That's why we've launched Teddy Trackers, giving families extra peace of mind while they're away."
Partnership with Life360
Tom Rizzo, GM International at Life360, said: "We're incredibly excited to be partnering with easyJet right in the middle of the busy summer holiday season and helping families to avoid teddy-related disasters. By slipping a Life360 Tile tracker onto a soft toy, the fear of losing it disappears. Whether a beloved bear is left behind at security or vanishes under a poolside sunbed, parents can pinpoint its location in seconds using the Life360 app. Best of all, the Tile is theirs to keep - meaning families will never have to worry about a lost furry companion on future adventures."
More than 370,000 families are set to jet off with easyJet and easyJet holidays this summer. The Teddy Tracker is free at the easyJet bag drop from July 31, while stocks last.
