Support for Wildlife: SM Unveils New Merch for DENR’s Extinction Campaign

SM is taking a bold step toward wildlife conservation with the launch of an inspiring new merchandise line that shines a spotlight on six of the Philippines’ most endangered animals.

At the heart of this initiative are plush toys of beloved native species—the Philippine eagle, Philippine cockatoo, pawikan (sea turtle), dugong (sea cow), tamaraw, and pangolin. These adorable plushies, available at Toy Kingdom, serve as cuddly messengers of an urgent mission: to help save these species from extinction.

But this campaign goes beyond cute toys. SM is expanding its advocacy by offering stylish and meaningful apparel. Kultura has released a line of chic graphic tees for adults, while SM Fashion offers children’s wear inspired by the featured animals—perfect for eco-conscious fashion lovers and budding conservationists alike. These items are available in select branches of Kultura and Toy Kingdom, including SM Podium, SM Mall of Asia, SM Aura, SM North EDSA, and SM Makati.

This initiative is part of the broader “Save from Extinction” campaign launched in partnership with the Department of Environment and Natural Resources (DENR) in October 2024. The campaign aims to raise awareness and funding to protect critically endangered species threatened by habitat destruction, poaching, and climate change.

To bolster these efforts, the DENR is working closely with various conservation organizations, including the Forest Foundation Philippines, Katala Foundation, Philippine Eagle Foundation, World Wide Fund for Nature (WWF) Philippines, D’Aboville Foundation, and the Zoological Society of London. Proceeds from the merchandise will go directly to these partner NGOs, supporting on-the-ground initiatives to protect and rehabilitate the animals and their habitats.

Adding another layer of support, BDO Unibank, Inc. has opened donation channels to make it easier for the public to contribute. Donations can be made through BDO branches, ATMs, and the BDO Online app. All contributions will benefit DENR’s partner conservation groups.

The limited-edition “Save from Extinction” collection is now available at select SM malls. Join the movement and turn your compassion into action—because every purchase can help preserve the rich biodiversity of the Philippines.

For more information, visit: www.smsupermalls.com/save-from-extinction