SM mallgoers made the 2024 holiday season extra special by donating 50,000 SM Bears of Joy to children in underserved communities. In partnership with Toy Kingdom, this initiative formed part of a record-breaking campaign that sold an incredible 100,000 bears. This heartwarming achievement reflects the collective generosity of shoppers who came together to brighten the lives of children in need.
How the SM Bears of Joy Campaign Works
The SM Bears of Joy campaign, an annual initiative by SM Cares, allows shoppers to spread holiday cheer with ease. Customers purchase a pair of specially designed plush bears—one to keep and another to donate to a child in need.
This year’s theme, “Hug-a-Mood,” introduced four adorable bears, each with a unique personality:
Mikah, the curious explorer
Ash, the gentle and shy friend
Bree, the spirited adventurer
Ronnie, the creative dreamer
These bears symbolize the warmth, joy, and spirit of giving that define the holiday season.
The Ripple Effect of Generosity
Beyond the numbers, the campaign's true impact lies in its ability to foster kindness and hope. Each donated bear reflects the compassion of a community united in giving back. These simple yet meaningful gestures have the power to create lasting change, spreading joy and inspiring others to give.
Creating Memories for Children in Need
The holidays can be a challenging time for children in underserved communities. Through the unwavering support of SM shoppers, the Bears of Joy campaign delivered smiles, warmth, and love to children across the Philippines. This initiative reminded everyone that even small acts of kindness can create unforgettable memories.
SM Cares: Advocating for Communities and the Environment
The SM Bears of Joy campaign is part of the broader advocacy efforts of SM Cares, the corporate social responsibility arm of SM Supermalls. SM Cares champions initiatives for environmental sustainability, persons with disabilities, women and breastfeeding mothers, children and youth, senior citizens, and bike-friendly communities.
Learn more about these impactful programs at www.smsupermalls.com/smcares.
Make a Difference, One Bear at a Time
The success of the SM Bears of Joy campaign highlights the generosity and compassion of Filipino shoppers. Together, they demonstrated that even small acts of giving can light up lives and create meaningful change—one bear at a time.