SM BESTIES OF JOY BRING 1,450 SMILES TO NORTHERN METRO MANILA KIDS

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.

Volunteers from SM  City Grand Central brighten the day of a child with special needs as they hand over plush toys and loot bags through the SM Besties of Joy program.

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.

SM City Valenzuela volunteers spread holiday cheer at Tagalag Fishing Village, delivering SM Besties of Joy plush toys to 700 children. The annual initiative, led by SM Cares, SM Supermalls, and Toy Kingdom, aims to bring smiles to children from underserved communities.

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.

Engr. Christian Bryan Umali, Mall Manager of SM City Valenzuela, spearheads the distributionof SM Besties of Joy plush toys, delighting 700 children at Tagalag Fishing Village. 

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.

Alpha Hernandez, Assistant Mall Manager of SM City Grand Central, leads the donation of SM Besties of Joy plush toys to 750 children with disabilities in Caloocan, as part of SM Cares’ community outreach.

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.

A volunteer from SM City Valenzuela beams as over an SM Besties of Joy plush toy to a child at Tagalag Fishing Village, bringing moments of happiness and hope. 

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.

SM City Grand Central volunteers bring happiness to children with disabilities in Caloocan through the annual SM Besties of Joy donation, benefiting young recipients with special needs from the Alliance of PWD Caloocan.