This Christmas, you don’t only get a friend – you get a squad at SM!

In celebration of “Happy Bear Day” this December 1, SM Supermalls brings a merrier holiday celebration as it introduces the all-new 2019 Joy Squad – elevating the fun, excitement, and spirit of joy this season of giving, especially among kiddie shoppers, in SM malls nationwide!

“For eight years, SM has continued to spread the joy during the holiday season with SM Bears of Joy and help kids in need,” said SM Supermalls Senior VP for Marketing Jonjon San Agustin.  “And #HappyBearDay on December 1 is SM’s special one-day online and on-ground celebration dedicated to inviting families, especially children, across the nation to share the joy and teddy bears’ warm hugs with the less fortunate children from participating SM malls’ partner beneficiaries.”

During the #HappyBearDay at select malls, SM Bears of Joy shoppers will be treated with extra kiddie treats while supplies last. Joy Squad lovers can also comment on their photos on the official promo post on SM Supermalls’ Facebook page for a chance to win SM GCs!

Representing some of the top dream jobs of kids worldwide, the Joy Squad is composed of AJ (Ariana Joy) The Star, FJ (Franco Joy) The Savior, PJ (Paul Joy) The Hero, and CJ (Carina Joy) The Achiever. SM shoppers can now collect and bring home the four bear characters for a joyous Christmas treat for their loved ones and children charities. Get a pair of these toy bears for P200  ̶  one to keep and the other for charity.

At the launch held at The Galleons Museum at the Mall of Asia yesterday, Jonjon San Agustin together with the Toy Kingdom and mommy celebrity Chynna Hortalesa-Cipriano gave joy to the kids of Hope Foundation by giving each of their very own SM Bears. It is so heartwarming to know that Chynna, this early with her young child teaches the joy of giving most especially to the underprivileged.

Being the first year of the campaign, who knows we might see other SM Bear Characters in the years to come? So stay tuned Mommshies!

SM Bears of Joy is an annual Christmas initiative by SM Supermalls, SM Cares, and Toy Kingdom and is available in SM malls until December 25. For more information on the SM Bears of Joy campaign and SM’s other fun-filled holiday activities, visit