SM mallgoers donate record-breaking 50,000 Bears of Joy to kids in need

SM mallgoers’ kindness makes this holiday season brighter, with 50,000 Bears of Joy spreading happiness to children

The 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 in which 100,000 bears were sold. It was made possible by the collective generosity of mallgoers who came together to make the season brighter for those in need.

Pure joy captured in a single moment—thank you to SM Supermalls shoppers for making this holiday season extra special for these kids from Marikina Elementary School

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.

Children from Sitio Pintong Bukawe light up with excitement as they receive their cuddly SM Bears of Joy through the kindness of shoppers of SM City Masinag

Beyond the numbers, this campaign's true impact lies in the ripples of care it creates. 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.

This initiative also reminds us that the holidays are a time to create special memories, especially for children who may not always feel the season’s merriness. Through the unwavering compassion of SM shoppers, the Bears of Joy initiative delivered smiles, warmth, and a powerful message of love to children nationwide.

SM Cares is the corporate social responsibility arm of SM Supermalls, supporting initiatives focused on communities and the environment. Its advocacies include Programs for the Environment, Persons with Disabilities, Women and breastfeeding Mothers, Children and youth, Senior Citizens, and the SM Bike-friendly initiative.

To learn more about these programs, visit www.smsupermalls.com/smcares.