SM Mallgoers Bring Joy to 50,000 Children with Bears of Joy Donations

This holiday season, SM mallgoers reached a heartwarming milestone by donating 50,000 SM Bears of Joy to children in underserved communities. Through a campaign in partnership with Toy Kingdom, 100,000 plush bears were sold, demonstrating the extraordinary generosity of shoppers eager to share the joy of the season.

The SM Bears of Joy initiative, an annual program by SM Cares, allows shoppers to purchase a pair of specially designed bears—one to keep and one to donate. This year’s “Hug-a-Mood” theme introduced four lovable characters: Mikah, the curious explorer; Ash, the gentle friend; Bree, the adventurous spirit; and Ronnie, the creative dreamer. Each bear symbolized warmth and kindness, capturing the essence of holiday giving.

Beyond the impressive numbers, the campaign’s real impact lies in the happiness it spread. Every donated bear carried the love and generosity of a community united in creating meaningful change. For children who might not always experience the magic of the holidays, these small gestures brought joy, comfort, and the assurance that they are cared for.

SM Cares, the corporate social responsibility arm of SM Supermalls, leads initiatives that uplift communities and advocate for inclusivity. Through programs for children and youth, persons with disabilities, women, senior citizens, and environmental protection, SM Cares reinforces its mission to make a difference.

This year’s Bears of Joy campaign is a powerful reminder of the true spirit of the holidays—a time to share, give back, and create cherished memories. To learn more about SM Cares and its initiatives, visit www.smsupermalls.com/smcares.