Last December 2024, SM Cares, with the participation of mallgoers, helped achieve a milestone in its "SM Bears of Joy" project.
Around 50,000 stuffed plush bears were donated to children in need in the cities of San Pedro and Calamba during last year's Christmas holidays.
This was made possible through the support of mallgoers who trooped to SM Malls in the province during the holiday season.
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.
An annual initiative of SM Cares, the corporate social responsibility arm of SM Supermalls, 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.
Photos courtesy of SM Malls
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