SM Bears of Joy

The SM Bears of Joy is the annual Christmas charity project of SM Cares, SM Supermalls and Toy Kingdom, whereas for P200 pesos, 1 bear will go to the customer, and another is given as donation to indigent children in communities where an SM Mall is present. The objective of this project is to promote the spirit of giving and charity, especially during the Christmas Season.

Teddy bears are believed to be more than just a toy. The connection that a child can have with a teddy bear can build comfort and companionship. For most children in the indigent areas, the SM Bears of Joy are usually their first new toy, and getting it during the Christmas Season is what makes it a memorable one.