Qatar Duty Free (QDF) has marked the conclusion of the Doha edition of Toblerone’s The Ultimate Gift campaign by presenting a donation to Education Above All (EAA) Foundation. The winning bid was the highest recorded across the nine participating airport auctions, with the campaign contributing the full amount to support the Foundation’s work.
The funds were raised through the auction of one of nine individually numbered and certified Toblerone Crystal Bars crafted by Swarovski. Modelled after the original Toblerone Milk bar, the rare, handmade creation was showcased at a dedicated pop-up in the South Node at Hamad International Airport. The global auction ran from 1 to 31 July 2026, with one Crystal Bar displayed at each participating airport.
QDF selected EAA Foundation as the beneficiary of the Doha auction, building on Qatar Airways Group’s support for the Foundation’s mission for over a decade. Established in 2012, EAA Foundation works to expand access to quality education for children and young people affected by poverty, conflict and disaster worldwide. This latest initiative turned a moment of travel retail theatre into tangible support for educational programmes reaching some of the world’s most vulnerable children. The funds raised will specifically support EAA Foundation’s Assalam Schools in Qatar.
Mr. Thabet Musleh, Qatar Airways Group Chief Retail & Hospitality Officer, said: “Qatar Airways Group’s relationship with Education Above All Foundation has grown over several years, grounded in a shared belief in the power of education to change lives. We are delighted that the sum raised will go towards supporting their crucial work with the Assalam Schools in Qatar. We are grateful to everyone who took part and helped bring the campaign to such a meaningful close.”
Dr. Mohammed Abdulla Al Saleh, Partnerships Director at Education Above All Foundation, said: “This Support demonstrates how creative partnerships can translate public participation into meaningful educational opportunities. The funds raised will support our Assalam Schools, helping children in Qatar to access inclusive and quality education. We are grateful to Qatar Duty Free, Qatar Airways Group, Mondelēz World Travel Retail and everyone who participated in the campaign for investing in the potential of every child and helping build a more inclusive future through education.”
Joost Rosmuller, Vice President and Managing Director, Mondelēz World Travel Retail, said: “Toblerone’s Ultimate Gift is a global luxury campaign that brings our 'Destination: Value' vision to life, transforming airports from points of transit into destinations of desire through exclusivity, innovation and theatrical storytelling. We are delighted that the campaign has not only set a new standard for travel retail activation but has also generated meaningful value far beyond the airport environment, turning a moment of retail theatre into real-community impact for education."
Through QDF’s partnership with Mondelēz World Travel Retail and Qatar Airways Group’s support for EAA Foundation, the campaign has turned traveller participation at Hamad International Airport into support that will make a difference beyond the airport.
