MANILA, Philippines — “Everyday Is Playday” makes a huge comeback this summer transforming SM as a venue for play. Kids and the whole family experience all play and all fun at SM City North Edsa along with 17 other malls.

Over the following months, more than 60 characters and brands such as Spongebob, Shimmer and Shine, Beyblade, Hasbro Gaming and Shopkins will tour all the 18 malls in a series of exciting shows and meet and greet sessions. Over 20 global brands will also launch their latest toy collections in SM City North Edsa.

Highlights, happenings

Kicking off the campaign is the launch of the new “Shimmer and Shine” toy collection at the Block Atrium at SM City North Edsa on May 5 and 6.

This top rating Nickelodeon show is about twin genies-in-training who grant wishes to their human friend Leah. It highlights the importance of teamwork, resilience and overcoming obstacles. This is a show that our little girls wouldn’t want to miss.

Nineties kids will enjoy the huge comeback of “Beyblade” on August 31 to September 2 at The Annex Activity Area at SM City North Edsa. It will promote sales of these spinning tops called beyblades.

The  winner of the Beyblade Championship Tournament earlier this year is on his way to Japan to compete in the Asian Championship. This upcoming second leg’s winner will be sent to compete at the World Beyblade Competition in Paris, France.

Known in Japan as “Explosive Shoot Beyblade,” the Japanese manga series is written and illustrated by Takao Aoki.

The whole family will also love Hasbro Gaming, which will have activations at SM City Fairview, SM City Novaliches, SM City San Jose Del Monte, SM City East Ortigas, SM City Bicutan and SM City BF Paranaque from April to October of this year.

Hasbro engages families and friends through toys and games. In this next leg, SM Supermalls will create its very first life-sized versions of gaming toys including Monopoly, Jenga, Pie Face, Connect and Twister.

Kids who love combining entertainment and education will surely like to see Nutty Scientists, which will have roadshows all around SM Metro Manila malls.

They create fun, spectacular, interactive activities and use educational techniques in the form of shows or workshops for kids. Children will be active participants in the hands-on activities they offer that will be led by professionals.

Also this year, with the help of SM Cares, "Everyday Is Playday" will be bringing its DSWD partner charities and organizations including SOS Children's Villages Philippines to our series of shows and events.

Growing and new partnerships

This year’s campaign is set to be much bigger and stronger with growing partnerships. Sony Playstation will boost play days with fun and exciting technology while Fujifilm Instax will capture the best and fun memories from kids to kids at heart.

Making its debut at the launch, meanwhile, is the scan-to-pay technology from PayMaya Philippines of the PLDT Group and GCashof Globe Telecom.

For "Everyday Is Playday," SM shoppers can now enjoy a 30-percent cashback with a maximum of P500 when they make purchases with PayMaya or GCash at the events. In partnership with Toy Kingdom and The SM Store, this takes shopping experiences to a whole new level.

Watch out because there’s so much more in store this year, from launches to events, because “Everyday Is Playday” at SM Supermalls.

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