Thomson Airways in the UK has launched a novel front-desk process that will allow young holidaymakers to ‘check in’ their teddies before they climb onto the plane.

Teddies can be registered prior to flying, and will even be given a special boarding pass, which can be exchanged for a VIB – ‘Very Important Buddy’ – tag at the gate.

The idea is to help ensure that children take extra care and do not misplace their favourite furry companions amid the flurry and noise of a busy airport.

“As a family-friendly tour operator, we like to make a fuss of children travelling on our holidays, both in resort and on their flight,” says Carl Gissing of Thomson Airways.

Is there method in their madness?