SM Cares, SM Supermalls, and Toy Kingdom recently concluded their annual Christmas charity project, the SM Bears of Joy campaign. The project encourages mall shoppers to include a pair of specially designed bear plushies in their holiday shopping – one for them to keep and the other for donation to children in communities.

Priced at Php250 per pair, 2021’s set of plushies (Cookie the Baker Bear, Sunny the Plant Lover Bear, Cammy the Vlogger Bear, and Journey the Biker Bear) were created with four of the most common interests and hobbies that got Filipinos through the pandemic.

The campaign was a huge success, with 26,115 pairs sold across 62 on-ground and five online platforms, benefitting 67 NGOs, LGUs, orphanages, and foundations in the country.

The SM Bears of Joy campaign intends to bring much-needed smiles to children during the Christmas season and allow SM’s community of shoppers to contribute to spreading joy and charity to other people. The campaign has distributed 288,561 bears since 2012.

“SM has always aimed to share joy, hope, and happiness to our customers and the entirety of the Filipino community, especially during these challenging times,” said Joaquin San Agustin, Senior Vice President of SM Supermalls. “Thank you very much to all the customers who bought and shared the spirit of charity to various children across the country.”

SM Cares is the Corporate Social Responsibility arm of SM Supermalls, with programs to support communities, promote social inclusion and care for the environment. Its CSR advocacies include Programs for the Environment, Persons with Disabilities, Women & Breastfeeding Mothers, Children & Youth, Senior Citizens, and the creation of bike-friendly SM Malls across the country. Learn more by visiting www.smsupermalls.com/smcares.