Proceeds from the campaign were used to support locally selected charities.

Qatar Duty Free has concluded the Doha edition of Toblerone’s The Ultimate Gift campaign with a donation to Education Above All (EAA) Foundation, following the highest winning bid recorded across the campaign’s nine participating airport auctions.

The funds were raised through the auction of one of nine individually numbered and certified Toblerone Crystal Bars crafted by Swarovski. The handmade piece, modelled on the original Toblerone Milk bar, was displayed at a dedicated pop-up in the South Node at Hamad International Airport.

Running globally from 1–31 July, the auction saw one Crystal Bar showcased at each participating airport, with proceeds supporting locally selected charities. QDF chose EAA Foundation as the beneficiary of its auction, building on Qatar Airways Group’s support for the organisation’s work over more than a decade. Established in 2012, the Foundation works to improve access to quality education for children and young people affected by poverty, conflict and disaster.

Funds from the Doha auction will specifically support EAA Foundation’s Assalam Schools in Qatar, which provide inclusive education to children in the country.

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, added: “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.”

Schools including EAA Foundation’s Assalam Schools in Qatar were beneficiaries of the proceedings.

The Doha initiative formed part of Mondelēz World Travel Retail’s wider The Ultimate Gift campaign, which combined the Crystal Bar auctions with experiential activations across nine airports worldwide.

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.”