We just flew with them and got nothing for DD. I watched to see if the younger kids across the aisle got anything but they did not. They came round a few hours after take off and half heartedly asked to anyone who was listening "Anyone want a bag?" It was one of those cheap school gym bags with the draw string that the school kids put trainers in. Erm, no thanks.
Generally the kids packs on the flight are never anything special. DD is 10 now so she sorts her own entertainment out for the flight but I used to make my own little surprise bag (with pens/pencils/crayons that had (1) more than 4 colors! and (2) that worked!) I would put in a bag of kids crackers, a few pieces of candy and something for her to do, like a small puzzle, a Rubix cube one year - anything small and light. She takes a book to read now which is nice and easy
