SM Store has brought festive joy to 6,000 underprivileged children this holiday season through its annual “Shop and Share a Toy” campaign. The initiative, conducted in collaboration with SM Foundation, World Vision, Good Neighbors Philippines, and Rotary International, distributed toys to kids in Metro Manila, Cagayan, Isabela, Batangas, the Bicol Region, Cebu, and Zamboanga City.
This year marked a significant milestone for the campaign, reflecting a 20% increase from the 5,000 toys donated in 2023. The gesture underscores SM’s commitment to spreading the spirit of giving and fostering a sense of community.
From 1 to 10 December 2024, SM Store customers were encouraged to participate in the campaign by donating toys with a nominal contribution. Shoppers who spent at least PHP3,000 in a single receipt were eligible to donate a brand-new toy for just PHP100. This innovative approach allowed thousands of customers to play a part in making Christmas brighter for children in need.
One of the notable highlights of this year’s campaign was the transformation of play areas in select Special Education (SPED) schools in Zamboanga City, made possible through the donated toys. These revamped spaces aim to enhance the learning experience by providing children with tools that support cognitive, motor, psychosocial, and emotional development.
A 2021 study has shown the profound impact of toys and play on a child’s overall growth, reinforcing the value of initiatives like “Shop and Share a Toy.” By addressing both the joy and developmental needs of children, the program continues to serve as a testament to the power of collective action and compassion.
Learn more about SM Store’s corporate social responsibility programs by visiting smstore.com/csr.