This holiday season, SM mallgoers achieved something truly
remarkable—donating 50,000 SM Bears of Joy to children in underserved communities.
In partnership with Toy Kingdom, this milestone was part of a record-breaking
campaign where 100,000 bears were sold, made possible by the collective
generosity of mallgoers who came together to make the season brighter for those
in need.
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| SM mallgoers’ kindness makes this holiday season brighter, with 50,000 Bears of Joy spreading happiness to children. |
An annual initiative of SM Cares, the SM Bears of Joy campaign
empowers shoppers to spread holiday cheer by purchasing a pair of specially
designed plush bears—one to keep and another to share. This year’s theme,
“Hug-a-Mood,” introduced four charming bears: Mikah, the curious explorer; Ash,
the gentle and shy friend; Bree, the spirited adventurer; and Ronnie, the
creative dreamer. Each bear brought its own personality, symbolizing the warmth
and joy of the season.
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| Pure joy captured in a single moment—thank you to SM Supermalls shoppers for making this holiday season extra special for these kids. |
Beyond the numbers, the true impact lies in the ripples of care
created by this campaign. Each donated bear represents the kindness and
generosity of a community united in its commitment to giving back. These simple
acts of giving spread not only joy but also hope, showing that small gestures
can create meaningful change across communities.