The new year kicked off with smiles and warm hearts as SM City Grand Central and SM City Valenzuela donated 1,450 plush toys to children and persons with disabilities across Northern Metro Manila.

SM City Valenzuela distributed 700 plush toys, while SM City Grand Central contributed 750, bringing joy to underserved communities, including children in Tagalag Fishing Village in Valenzuela City and members of the Alliance of PWD in Caloocan City.

For recipients, the toys were more than playthings. They provided recognition, care, and a sense of inclusion. By bringing the program directly to underserved communities, SM Supermalls reinforced its commitment to fostering inclusive, welcoming spaces and promoting shared responsibility across society.

Formerly known as the Bears of Joy, the Besties of Joy program has evolved to reflect changing times. The 2025 collection introduced four bunny characters named Hannie, Rumi, Tala, and Nana, each symbolizing friendship, resilience, and hope. Through a buy-one, give-one mechanism during the holiday season, every plush toy purchased by shoppers automatically became a gift for a child in need, allowing customers to participate in an act of giving.

Led by SM Cares in partnership with Toy Kingdom and SM Supermalls, the campaign also reflects a continuing tradition that blends corporate responsibility with Filipino values of malasakit, community, and bayanihan.

As 2026 begins, the Besties of Joy program sets a tone of compassion and inclusion, showing that simple gestures, like a soft toy and a message of hope, can brighten lives and strengthen communities.

Published: 2026-01-21 20:05:18