SM Mallgoers Set Record by Donating 50,000 Bears of Joy to Children in Need

This holiday season, the spirit of giving shines brighter than ever as SM mallgoers have collectively donated a record-breaking 50,000 SM Bears of Joy to children in underserved communities.

In partnership with Toy Kingdom, this campaign reached a major milestone, with a total of 100,000 bears sold, thanks to the generosity of shoppers who came together to make the season brighter for those in need.

An annual initiative of SM Cares, the SM Bears of Joy campaign encourages shoppers to spread festive cheer by purchasing a pair of specially designed plush bears—one to keep and one to donate. This year’s theme, “Hug-a-Mood,” introduced four adorable bears: Mikah, the curious explorer; Ash, the gentle and shy companion; Bree, the spirited adventurer; and Ronnie, the creative dreamer. Each bear represents a unique personality, symbolizing warmth, kindness, and the joy of the holiday season.

SM Cares and SM Supermalls: A Heartfelt Giving Tradition

As part of this heartwarming initiative, SM mallgoers have been spreading joy nationwide. For example, SM City Urdaneta Central delivered Bears of Joy to children from the Urdaneta City Social Welfare and Development Office, bringing smiles and holiday spirit to local families. SM City Puerto Princesa also joined in, gifting bears to children in Green Island, Roxas, Palawan, ensuring every child in the area had a bear to hug this Christmas.

Additionally, SM City Baliwag brought joy to children from the Dumagat Tribe, brightening their festive season with the gift of a bear. Similarly, SM City Roxas helped deliver warmth and smiles to children at the Lawa-An Integrated School, making the holiday season truly special for those in need.

A Simple Gesture, A Powerful Impact

Beyond the impressive numbers, the true impact of this campaign lies in the lives it touches. Each donated bear represents the kindness, compassion, and unity of a community coming together to spread joy. The SM Bears of Joy initiative proves that small, thoughtful acts of giving can create meaningful change, bringing hope and smiles to children who may not otherwise experience the magic of the holidays.

As SM Cares continues to champion community-driven programs, this campaign underscores the importance of creating lasting memories, especially for children who may not always feel the festive cheer. Through the unwavering generosity of SM shoppers, the Bears of Joy initiative spreads love and positivity, reminding us all that the holidays are a time to share warmth, kindness, and happiness.

A Bear of Joy in Every Hand, A Smile on Every Face

This season, the SM Bears of Joy are lighting up the lives of children across the nation. From the cities of Urdaneta, Puerto Princesa, Baliwag, and Roxas, to countless other communities, the gift of a bear has sparked joy and hope. With every bear donated, children have received not only a toy but a symbol of love and care from their community.

SM Cares, the corporate social responsibility arm of SM Supermalls, continues to support initiatives focused on the environment, persons with disabilities, women, children, senior citizens, and more. To learn more about SM Cares’ programs and how you can get involved, visit www.smsupermalls.com/smcares.

As we embrace the warmth of the holiday season, the kindness shared through the Bears of Joy campaign will continue to inspire others to give, spread joy, and create lasting memories for children in need.