Beyond parties and feasts, Christmas is a period of sharing and giving back, especially to those who have less in life, particularly children.

The SM Store, together with partner LGUs and the Department of Education, joined forces last December to uplift the learning experience of grade school pupils through learning toys that will help improve their creativity and mental faculties.

On 1-15 December 2023, the SM Store held the "Shop & Share a Toy" program, encouraging its devoted shoppers to spread joy to children nationwide. Collaborating with SM Foundation, SM Cares and prominent non-governmental organizations like World Vision, Good Neighbors Philippines and UNICEF Philippines, the program allowed shoppers to donate a brand new toy for only P100 with a minimum single-receipt purchase of P3,000 at any SM Store.

Through this collaborative effort, 5,000 brand-new toys were distributed to children aged 3-7 across various regions of the country.

A thousand pieces of brand-new learning toys were donated to SM Foundation for the benefit of select day care centers in Nasugbu, Batangas and Laguna.

"At SM Store, we value the significance of sharing and giving. 'Shop and Share a Toy' presented a meaningful collaboration among SM Store, partner NGOs and our loyal shoppers to bring joy to the lives of less privileged children this holiday season," said Dhinno S. Tiu, EVP of SM Store.

It is because of the good hearts of customers that SM Store was able to be an instrument not only in uplifting the spirits of less fortunate children but also in allowing them to achieve holistic development through play.