Mondelēz International has announced an exciting new partnership between alpine milk chocolate brand Milka and legendary boardgame Monopoly. The collaboration brings together two-family favorites for the first time in a new gaming experience which offers consumers the chance to win amazing prizes and buy special-edition packs across the full Milka range.
Celebrating its 90th anniversary this year, Monopoly has 99% global awareness and is played in 114 countries, with the game available in 47 languages. Monopoly is the most printed currency on the planet, making it the only global currency. The iconic boardgame truly connects with all age groups, having high awareness among young children up to Gen Z and Millennials – two generations which make up over 60% of Milka buyers in travel retail.
In travel retail, Milka and Monopoly are redefining the shopping experience in selected airports in Europe and Latin America in Q2 and Q3 2026 with an engaging campaign. Targeting international passengers, the campaign leverages nostalgia and the worldwide awareness of Monopoly across all ages to transform airport shopping into an interactive and rewarding activity across multiple products within the Milka portfolio.
The Milka x Monopoly partnership is being brought to life in airports via bold multi-touchpoint activations designed to spark curiosity throughout the traveller journey. Key visuals, floor decorations, and in-store digital screens introduce the collaboration to travellers in unexpected moments that interrupt dwell time, signpost the partnership from a distance, and tease the promotion up close to build excitement and anticipation. The collaboration is being reinforced with dedicated shelf communication including branded gondola ends and HPP installations with a ‘play to win’ call to action – turning the buzz into engagement.
The activation introduces exciting ‘play to win’ instant rewards that include two collectable limited-edition Milka x Monopoly game sets: Classic Monopoly board game and travel size Monopoly Deal game in a tin.
The campaign also incorporates retailer-exclusive initiatives and engagement activities such as rewards for Avolta’s loyalty program participants including a money can’t buy prize of four tickets to the Monopoly Lifesized Experience in London.
