SM mallgoers donated 50,000 SM Bears of Joy this holiday season, a record-breaking contribution that brought smiles to children in underserved communities across the Philippines.
The initiative, led by SM Supermalls in partnership with Toy Kingdom, saw 100,000 bears sold, with half going to children in need.
The annual campaign, organized under SM Cares, encourages shoppers to purchase a pair of plush bears—one to keep and another to donate. This year’s “Hug-a-Mood” collection featured four designs: Mikah, Ash, Bree, and Ronnie, each with unique traits symbolizing the warmth and joy of the holidays.
“This initiative showcases the generosity of our mallgoers and their commitment to making the holidays brighter for children,” an SM Cares representative said.
Children from various communities benefited from the campaign, with SM Supermalls nationwide hosting turnover ceremonies and outreach events. In Palawan, SM City Puerto Princesa distributed bears to children in Green Island, Roxas, while SM City Baliwag reached out to the Dumagat Tribe. SM City Roxas visited Lawa-an Integrated School, and SM City Urdaneta Central collaborated with the Urdaneta City Social Welfare and Development Office to spread cheer.
“These bears are more than just toys—they are symbols of kindness and hope,” a representative from SM City Roxas said during their distribution event.
SM Cares, the corporate social responsibility arm of SM Supermalls, manages the campaign as part of its broader initiatives supporting communities and environmental programs. Its advocacies include assistance for persons with disabilities, senior citizens, women, children, and youth, as well as environmental sustainability and bike-friendly programs.
For more information about SM Cares initiatives, visit www.smsupermalls.com/smcares.
