Jollibee Maaga ang Pasko – Teaching kids the value and joys of sharing

For close to 17 years now, Jollibee has been leading efforts to spread cheer during the Christmas season via its Maaga ang Pasko campaign, a nationwide toy and book collection drive for the benefit of less fortunate children across the nation. A brainchild of Aga Muhlach and in partnership with the Department of Social Welfare and Development (DSWD), Maaga ang Pasko’s goal is simple: to give Pinoy kids and the kids-at-heart an opportunity to share love and hope with their less fortunate little brethren through the magic of toys and books.

Over a decade later, the project has grown to become the country’s biggest and longest-running toy-and-book collection drive — thanks to the support of an increasing number of individuals, schools, companies and other groups who share the campaign’s mission.

Sharing is fun with the Jolly Toy Scouts

The best way to teach the importance of sharing is by making it fun! By enlisting students and employees as Jolly Toy Scouts, we were able to provide them with a concrete but fun way to experience the value of sharing and the joy of giving.

As Jolly Toy Scouts, their tasks include:

  • Volunteering in collecting toys and books from their classmates, friends, neighbors and families
  • Helping in cleaning up and packing the toys so they will look as good as new when they are given to the new recipients
  • Joining the toy distribution drive in their appointed/selected partner schools or identified beneficiary

Each Jolly Toy Scout is given a kit that includes a Jolly Toy Scout neckerchief, t-shirt, merit pin and a sack for their donations.

In 2010, children and adult Jolly Toy Scouts alike from more than 60 partner schools and 33 partner companies served as ambassadors of Jollibee Maaga ang Pasko and led the effort of collecting donations for needy children.

Fast facts about Jollibee MaAga ang Pasko

Total of 1.5 million toys and books collected to date and still growing
Enlisted more than 200,000 Jolly Toy Scouts
Set a record collection of 283,671 toys and books in 2010
Distributed over 500,000 total gifts in 2010 with Jollibee matching every donation with its own Jollibee toy, book or school item

Bigger, More Ways to Share!

Over the past couple of years, Maaga ang Pasko has also evolved into a campaign that mobilized the support of Jollibee customers and volunteers to address pressing needs of the community and the society at large.

In 2008, in celebration of Jollibee’s 30th anniversary, the Jollibee Hug and Share dolls special novelty promo was launched in partnership with Jollibee Franchisees Association and Jollibee Foundation. Sales of the limited-edition dolls raised over P18 million pesos which were donated to eight charitable institutions engaged in programs and projects that directly benefit children. These included Cottolengo Filipino (Rizal), ERDA Tech (Manila), Families and Children for Empowerment and Development Foundation (Manila), House with No Steps (Quezon City), Marcellin Project (General Santos City), Shontoug Foundation (Baguio City), Philippine Children’s Medical Center (Quezon City), and the Busog, Lusog, Talino In-School Feeding Program of the Jollibee Foundation (Leyte).

In 2009, Maaga ang Pasko decided to focus its efforts on repairing schools severely damaged by typhoons Ondoy and Pepeng. Together with Maaga ambassador Aga Muhlach, Jollibee embarked on a Christmas Caravan as it went around distributing toys and books as well as school supplies to some 36 schools from calamity-stricken areas like Taguig, Pasig, Marikina, Cainta, Zambales, Benguet, Pangasinan and Laguna. With the help of the Jollibee Foundation, eight of the most severely affected schools also received additional help by getting either a new classroom, desks, computers and other instructional materials.

In 2010, the campaign sought to actively help in addressing the country’s classroom gap with another novelty promotion, the Jollibee and Friends dolls. Jollibee was able to raise a total of P12 million from the sales of the Jollibee and Friends dolls which, together with the additional P8 million donation from the Jollibee Franchisees Association and the Jollibee Foundation – will be used to build a total of 40 public school classrooms beginning 2011. It also represents Jollibee’s concrete support to the Bayanihang Pampaaralan program, being one of the first private organizations to come forward to help address the classroom gap.

See the Jolly Toy Scouts in Action

√¢‚Ǩ≈ìTo see a young boy’s or girl’s face light up with a smile upon receiving a toy or a book, even a used one, never fails to tug at my heart. I guess getting a book or a toy makes them happy, knowing that there are people who remember them at Christmas. This project has given more meaning to my Christmas, and to my life, especially now that I have younger children. It has taught me the value of sharing. It has brought me the joy of giving., Aga Muhlach

Masaya kasi nakakatulong kami. Alam namin na pag na-receive ng mga bata yung toys, masaya sila. Gusto kong makita na naka-smile sila, yung masayang-masaya kasi may toys sila. Yun ang magic ng toys… Proud ako bilang Jolly Toy Scout. Alam kong nakakatulong ako kaya nawawala lahat ng pagod ko.” РLao Alvina Bianca, Jolly Toy Scout

“I think yun po talaga yung pinakamagandang regalo na maibibigay ng isang tao. When you give your time and effort, part of your life na rin po yung binibigay niyo.” РCamille Esquejo, Jolly Toy Scout

Become a partner by signing up as Jolly Toy Scouts now!

With your help, Jollibee Maaga ang Pasko hopes to collect an unprecedented number of toys and books to give hundreds more children extra reasons to smile this Christmas.

This is what we aim to do by asking for your support as a partner of Jollibee Maaga ang Pasko.

Be part of a nationwide cause and bring Christmas joy to more children!

We can do so much more if we work together. By joining hands and working towards one cause, we will be able to make more children feel the Christmas joy