SM Cares rolls out special 'Bears of Joy' plushies in honor of frontliners -

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SM Cares rolls out special 'Bears of Joy' plushies in honor of frontliners


The SM Bears of Joy project will be returning this coming holiday season to bring color back into Christmas and remind shoppers that a little generosity can go a long way in uplifting the spirits of others, amid a health crisis that has brought doom and gloom to the lives of countless people all over the world.

The SM Bears of Joy is an annual initiative of SM Cares, SM Supermalls, and Toy Kingdom, aimed at encouraging shoppers to share the joy of the holiday season with children in need. This year will be a little different, however, as SM Cares is also honoring the bravery and selflessness of COVID-19 frontliners with the launch of four specially designed plushies.

Among this year’s special Bears of Joy plushies is Kit the Doctor. Kit’s name stands for hope; it means that people can thrive no matter what happens as long as there is hope in their hearts. Joining Kit is Heart the Nurse, whose name means love, the driving force behind the reasons why people do what they do.

In addition, there is Ace the Soldier, whose name means unity, underscoring the importance of coming together as a community so that people can stand strong amidst the pandemic. There is also Max the Police, whose name resembles strength; it means that no matter the adversity, challenge, or tribulation, people will come out victorious and strong.

“For this year’s Bears of Joy campaign, we want to make sure that we are able to continue our advocacy of helping bring joy this holiday season to one of the most vulnerable sectors of our society—children who are in need. We want to do this while also showing appreciation to our frontliners for their dedication to duty even amid the pandemic. This is just SM’s small way of thanking our courageous frontliners for ensuring not only our health, but also our safety during these very challenging times,” said Joaquin L. San Agustin Sr. Vice President Marketing SM Supermalls.

To take part in the initiative, shoppers can purchase the bears priced at P200 per pair. The shopper gets to keep one of the bears, while the other bear will be left to be donated to a charity of the mall's choosing. The special plushies can be availed in select SM Malls nationwide as well as through the online stores of Toy Kingdom and The SM Store and will be available from Nov. 6 until Dec. 25, 2020.

SM Cares is the corporate social responsibility arm of SM Supermalls, which handles initiatives aimed at supporting communities and the environment. SM Cares’ advocacies include programs on persons with disabilities, environment, women and breastfeeding mothers, senior citizens, and children and youth. Learn more about SM Cares and its programs by visiting

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