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SM Cares, SM Supermalls, and Toy Kingdom successfully brought cheer to thousands of children throughout the country while honoring the country's COVID-19 frontliners via the SM Bears of Joy project. This yearly tradition encourages shoppers to share the joy of the season with children in need. 

Launched in 2011, SM Bears of Joy is an annual Christmas charity project wherein mall holiday shoppers can purchase a pair of toy bears for just P200, one for taking home and the other to be donated to the chosen charitable organizations of participating malls. The bears were given to frontliners and children from orphanages, communities, and public schools all over the country. 

SM and its shoppers were able to collect more than 20,000 stuffed bears for donation. This brings the total number of bears collected through the initiative to more than 200,000 bears since its launch. 

Featuring four limited-edition designs—Kit the Doctor, whose name stands for hope; Heart the Nurse, whose name stands for love; Ace the Soldier, whose name means unity; and Max the Police, whose name resembles strength—the 2020 SM Bears of Joy were launched to honor the dedication and commitment of the country’s frontliners, especially during the height of the COVID-19 pandemic. 

SM Supermalls Senior Vice President for Marketing Joaquin L. San Agustin thanked shoppers for their participation, saying that the initiative has been successful every year because of them. He also thanked frontliners for their continuous service amid the pandemic and hoped that the bears could show them how thankful the country is for their dedication. 

“This past holiday season, we were able to bring smiles to kids who needed them the most, and it’s all thanks to the generosity of every shopper who bought a pair of the 2020 SM Bears of Joy. It is through their continuous support that SM has been able to carry on with this tradition every year,” San Agustin said. 

“To our brave COVID-19 frontliners, we also dedicate this successful endeavor to you. You have been the reason why the country can stand firm against this health crisis. May you always find the strength and inspiration to remain steadfast in your respective callings,” he added. 

SM Cares is the corporate social responsibility arm of SM Supermalls, which handles initiatives that promote social inclusion and care for the environment. SM Cares’ advocacies include programs on persons with disabilities, the environment, women and breastfeeding mothers, senior citizens, and children and youth. Learn more about SM Cares and its programs by visiting www.smsupermalls.com/smcares.