Michael SWS is a boring person that hasn't any or never travels with his children. Or one of the children should be seen and not heard brigade, I was once till I had kids..... , my 7 and 9 yr old have traveled all round the world, and the way to keep them happy is
"Before you get onboard try and find a quietish spot in the departure lounge and let your two run around like mad. Get the energy out!"
if at a large airport like JFK or other it could be 45 mins before you taxi on to the runway, esp for US to UK.
if poss fly long haul in a 747, for all ages, esp toddlers so you can get up and about with them, with out getting in the way of CC doing there job, can't speak of the 380 not don't that one yet !
and yes have you kids to have there own bag full of toys that can be lost, you will be amazed how far bits from toys can travel under seats in flight, but have a few suprizes in you own bag, as said already,
and make sure they keep there seat belts on at all times when in there seats, you never know when things can go bad turbulance wise, never seen it happen, thuogh read about people getting insured bad when it happens....
and most important enough it and your kids, have a glass of wine and them the fizzy soft drinks diet or zero if poss !!!