SM Bears of Joy 2017 Promo Image

This Christmas season, give the gift of joy with a heart through the SM’s Bears of Joy charity project.

For the past six years, shoppers of SM Supermalls, through its corporate social responsibility arm SM Cares and in partnership with Toy Kingdom, have been giving joy through teddy bears to less privileged children and elderly through the SM Bear of Joy project. The annual charity project is now on its seventh year.

Anyone who wants to give teddy bears to indigent, orphaned or abandoned children and elderly may go to any participating SM Supermall and buy a pair of bears for only P200.00.  One bear goes to the customer and other bear is left for donation to children-beneficiaries.

Since the project began six years ago, more than 60,000 children and elderly all over the country have received the Bears of Joy teddy bears.

Children receiving their bears of Joy last year.
Children receiving their bears of Joy last year.

Customers may write down their name on the card attached to the bear, to make the donation more personal and heartwarming.  They will also write their name on a display board in the selling venues so that the donors are publicly acknowledged.

The SM Bears of Joy promotion will run until Dec. 25, 2017. All collected toy bears will be donated by the SM Property’s chosen beneficiary, in the communities where they are present. The beneficiaries may range from public orphanages, child community centers or related non-government organizations.

This year, more participating SM subsidiaries and affiliates are participating in the project. Aside from the Toy Kingdom outlets in select SM Supermalls nationwide, the bears may be purchased at Taal Vista Hotel, Pico Sands, Pico De Loro, Park Inn by Radisson Clark, Radisson Cebu and Park Inn by Radisson in Davao.

Elena Bautista Horn, SM’s Vice President for Corporate Affairs, said the Bears of Joy project has become a yearly tradition for some people. “We are deeply honored that a lot of people have made giving the Bears of Joy a tradition that is part of their yearly shopping. This is certainly giving a gift of joy with a heart because you not only get a teddy bear that we all love but you are giving another one to our less fortunate brothers and sisters,” she said.


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