You can't count on too much from anyone. But -- UA produces McDonald's meals for children, which makes my son very happy; believe me, it's the only reason I book UA for family travel. Overseas, BA has a "Skyflyers" service for children that my son thinks is pretty nice -- games and prizes inflight, and imaginative children's meals (and kids are fed first on longhaul services). Also, the US version of the BA Executive Club allows children and their parents to pool earned miles in a "Household Account", which I think is pretty family-friendly... my son's BA tickets, purchased at two-thirds of normal tariff, have earned full BA miles.