Proceeds from sales are donated to Terra dos Sonhos to support its work with vulnerable children.

Portugal Duty Free has introduced a new charity initiative across its store network with the launch of its ‘Happy Charity Puppets’ campaign, created in partnership with Terra dos Sonhos. The initiative aims to support children living with chronic or terminal illness by helping to fulfil their wishes.

At the centre of the campaign is a collection of finger puppets inspired by Portugal Duty Free’s five signature mascots: Duarte in Lisbon, Diana in Faro, Diogo in Porto, Dinis in Madeira and Dora in the Azores. Produced as a five-pack retailing at €20.99, the puppets are made from 100% recycled materials and finished by hand, reusing plastic and reducing water and energy consumption in line with the retailer’s ESG commitments. Proceeds from sales are donated to Terra dos Sonhos to support its work with vulnerable children and young people.

The campaign was also supported internally through colleague engagement. To mark International Volunteer Day from 1 to 5 December, Portugal Duty Free employees were invited to dedicate one working hour to promoting the Happy Charity Puppets in store, encouraging direct involvement from teams across the business and helping to raise awareness of the initiative among shoppers.

Alain Brun, CEO of Portugal Duty Free, said: “A child’s joy has the power to remind us of what really matters. The Happy Charity Puppets campaign is a project that touches us especially because it allows us to create special moments and unforgettable memories for children facing great challenges. At Portugal Duty Free, we want to support the community and make a difference with concrete gestures that have a real impact.”

He added: “Our teams embraced this initiative with enthusiasm and empathy, helping to raise awareness among passengers for this cause. Every puppet sold demonstrates how solidarity and collective action can help transform lives.”

L-R: Alain Brun, CEO Portugal Duty Free; PTDF Volunteers witih Happy Charity Puppets

Filipa Silvestre, Coordinator of the Sonhos Transformadores project at Terra dos Sonhos, commented: “The partnership with Portugal Duty Free has been truly extraordinary, combining creativity with the power of dreams and allowing us to turn hope into reality. This campaign also highlights the importance of volunteering in creating meaningful and deeply human moments.”

The Happy Charity Puppets are available across all Portugal Duty Free stores in Lisbon, Porto, Faro, Madeira and the Azores, as well as online, reinforcing the retailer’s focus on combining commercial activity with social responsibility within its travel retail operations.

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