Qatar Duty Free Brings Toblerone Campaign to HIA to Support Education Above All Foundation

Doha, Qatar Jul 10, 2026 ALN: Qatar Duty Free (QDF) has partnered with Mondelēz World Travel Retail to bring Toblerone’s ‘The Ultimate Gift’ campaign to Hamad International Airport, with proceeds supporting initiatives led by the Education Above All (EAA) Foundation.

The campaign centres around the auction of a rare Toblerone Crystal Bar crafted by Swarovski. Qatar Duty Free is hosting Crystal Bar No. 1 as part of a global initiative taking place across nine international airports. This collaboration not only highlights the luxury aspect of travel retail but also emphasizes the importance of supporting charitable causes through unique and exclusive products.

Handmade in Austria, the crystal replica reimagines Toblerone’s signature triangular chocolate bar using Swarovski crystal craftsmanship and precision manufacturing. Each Crystal Bar is individually numbered and certified, adding a layer of exclusivity and collectability that appeals to both chocolate lovers and collectors alike. The creation of such a product showcases the intersection of luxury, artistry, and brand heritage, which is particularly appealing in the context of travel retail where unique experiences are highly valued.

Located in the South Node of Hamad International Airport, the activation features a dedicated pop-up space where travellers can view the Crystal Bar and access the auction platform through a QR code. This innovative approach to engaging customers allows for a seamless transition from viewing to bidding, leveraging technology to enhance the shopping experience in an airport setting. Bidding is open globally from 1 – 31 July 2026, allowing for participation from a wide audience beyond just those physically present at the airport.

Thabet Musleh, Chief Retail and Hospitality Officer at Qatar Airways Group, expressed excitement about the collaboration, stating, ‘We are delighted to partner once again with Mondelēz World Travel Retail, this time to bring Toblerone’s The Ultimate Gift campaign to Qatar Duty Free. This is a campaign that goes beyond a traditional retail moment, giving passengers at Hamad International Airport the opportunity to encounter something beautifully unique on their journey while also supporting a truly meaningful cause.’ This sentiment reflects a broader trend in the retail industry where experiences and social responsibility are becoming increasingly intertwined.

QDF selected EAA Foundation as the campaign’s charitable beneficiary, building on the long-standing relationship between Qatar Airways Group and the organisation. The EAA Foundation works to expand access to quality education for children and young people affected by poverty, conflict, and disaster. This partnership highlights the commitment of both QDF and EAA to address critical global issues, such as education inequality, through innovative fundraising efforts.

Dr Mohd Abdulla Saleh, Partnership Director at Education Above All Foundation, emphasized the importance of this collaboration, stating, ‘Education Above All Foundation values this partnership with Qatar Duty Free and welcomes the opportunity to be part of an initiative that combines creativity, visibility, and purpose. Support through campaigns such as this helps advance our efforts to expand access to quality education for children and young people affected by poverty, conflict, and crisis, while also highlighting the importance of collective action in creating meaningful opportunities for those most in need.’ This reinforces the notion that partnerships between commercial entities and non-profits can lead to impactful social change.

The campaign also includes the Toblerone Ultimate Gift Box, a limited-edition product featuring Swarovski crystals and a Toblerone Milk chocolate bar. The gift box, accompanied by a Toblerone Crystal Luggage Tag, will be available exclusively in travel retail locations between July and September 2026. This limited availability creates a sense of urgency and exclusivity, encouraging consumers to act quickly to secure these unique items, which further supports the philanthropic goals of the campaign.

Joost Rosmuller, Vice President and Managing Director of Mondelēz World Travel Retail, praised the collaboration, stating, ‘Qatar Duty Free has been an outstanding partner in bringing The Ultimate Gift campaign to life at Hamad International Airport. Together, we share the belief that airports can be more than places to shop — they can be destinations where travellers discover truly unique experiences.’ This perspective aligns with the evolving role of airports as hubs for cultural exchange and experiential retail, rather than merely transit points.

‘Hosting the Toblerone Crystal Bar crafted by Swarovski at HIA is a powerful expression of that ambition: a world-first luxury charity auction that combines exclusivity, artistry, and philanthropy — with 100% of proceeds supporting education and economic empowerment of marginalised children and youth.’ This statement encapsulates the essence of the campaign, merging luxury retail with a cause that resonates on a global scale, particularly in a world increasingly focused on corporate social responsibility.

The implications of this campaign extend beyond mere fundraising; they represent a shift in how brands engage with consumers. By aligning with a meaningful cause, brands can foster deeper connections with their audience, who are increasingly looking for ways to contribute to social good through their purchasing decisions. This campaign serves as a case study for how luxury brands can effectively integrate philanthropy into their business models, potentially setting a precedent for future initiatives within the travel retail sector.

Moreover, the partnership between Qatar Duty Free and Education Above All demonstrates a commitment to addressing educational disparities, particularly in regions affected by conflict and socio-economic challenges. As global awareness of these issues grows, initiatives like this one can play a crucial role in mobilizing resources and fostering a culture of giving among consumers who travel internationally.

In summary, the Toblerone ‘The Ultimate Gift’ campaign at Hamad International Airport exemplifies how luxury retail can intersect with philanthropy, creating unique opportunities for consumers to engage in charitable giving while enjoying exclusive products. As the campaign unfolds, it will be interesting to observe its impact on both the education sector and the travel retail landscape, potentially inspiring similar initiatives in the future.