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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.

This holiday season, 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 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.  

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


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

Giving back this holiday season, SM City Urdaneta Central brings joy to children of Urdaneta City Social Welfare and Development Office with Bears of Joy.


Beyond the numbers, the true impact lies in the ripples of care created by this campaign. 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.



Through the spirit of giving, SM City Puerto Princesa spreads holiday joy in Green Island, Roxas, Palawan, with a bear in every hand.


SM City Baliwag visits the Dumagat Tribe, bringing festive joy to children in need with every bear gifted.


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.


Sharing warmth, kindness, and holiday cheer, one Bear of Joy at a time.

A bear in hand, a smile on their face—Bears of Joy are lighting up the lives of children in need.


SM City Roxas delivers smiles and cuddles to children in Lawa-An Integrated School with Bears of Joy, making the season truly special.

Smiles all around as kids share a selfie with an SM employee, each cuddling their Bear of Joy—showing how kindness creates unforgettable memories this season.


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 & Breastfeeding Mothers, Children & Youth, Senior Citizens, and the SM Bike-friendly initiative.


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




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