September 30, 2023

It’s that time of the year that SM Cares, SM Supermalls, and Toy Kingdom work together to spread the holiday cheer to the children in need with the SM Bears of Joy.

The yearly charity project is done in order to give the underprivileged kids more reasons to smile this Christmas season.

Interested customers can visit the Bears of Joy display at the mall atrium, lower ground level, SM City Baguio where they can buy a pair of wonderfully designed bear plushies.

For every pair of bears bought, one will be kept by the customer and the other will be donated to children to different areas in need around the community.

Thes plushies are designed differently every year.

This year, the bear plushies symbolize the memories of newly-discovered skills and hobbies that Filipinos took up during the pandemic.

Shoppers can choose from Cookie the Baker Bear, Sunny the Plant Lover Bear, Cammy the Vlogger Bear, and Journey the Biker Bear.

Visit SM City Baguio and get a pair of bears to share the joy this holiday season or go to for more information. – Press release