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 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.