Emirates has unveiled what it says is “the world’s first interactive amenity kit in economy class”.

The new kit features Blippar augmented reality technology, which enables passengers to “unlock immersive content on mobile devices”.

Travellers first need to download the Blippar app from the Apple Store or Google Play, and then scan the bag to unlock content including activities and health tips. The content will be refreshed every six months.

Aside from the AR technology, the new economy kits include an eye mask, earplugs, toothbrush and toothpaste, and socks, and come in six different designs inspired by six regions of the Emirates network – Australasia, Latin America, Middle East, Africa, Europe and the Far East.

They are made of water resistant Neoprene material, and “designed to be reused after the flight to store anything from devices to cosmetics or stationery”.

Back in 2012 Business Traveller used Blippar technology to launch a redesign of our magazine.