SM brings Christmas Joy to 6,000 less fortunate children
Kids in Cebu received brand new learning toys through SM Store JMall’s Shop&Share a Toy program in partnership with World Vision Cebu.
SM, through the SM Store’s “Shop and Share a Toy” campaign, recently brought Christmas cheer to 6,000 underprivileged children across Metro Manila, Cagayan, Isabela, Batangas, the Bicol Region, Cebu, and Zamboanga City, celebrating the season of giving.
This year’s initiative marks a 20 percent increase from last year’s 5,000 donated toys. The toy distribution was made possible through partnerships with SM Foundation, World Vision, Good Neighbors Philippines, and Rotary International.
From 1 to 10 December 2024, SM Store customers had the opportunity to spread joy by donating a toy for a small contribution. For every single-receipt purchase of P3,000, customers could donate a brand-new toy for just P100.
The City Social Welfare and Development (CSWD) Offices of Solana in Cagayan Province and Cauayan in Isabela also benefited from the Shop&Share a Toy program through SM Store Tuguegarao and SM Store Cauayan.
The campaign also supported select SPED (Special Education) schools in Zamboanga City, enabling them to enhance classroom play areas for their students.
A 2021 study emphasized the essential role of games and toys in a child’s development, significantly contributing to cognitive, motor, psychosocial, emotional, and linguistic growth.
SM Store Mindpro, in partnership with Rotary International Zamboanga City West and the local government of Zamboanga City, donated brand new learning toys that will benefit SPED schools.