Jollibee launched yesterday its 18 th “Maaga ang Pamasko”, the country's longest-running toy and book donation drive, in partnership with SM Supermalls yesterday at SM City Bacolod.

Manolo Pineda, area manager of Jollibee Bacolod, said “There is no better way for families to bond during the Christmas season than by sharing their blessings and bringing joy to those who need it most. Through the Maaga ang Pasko, we hope that families in Bacolod will also make sharing a part of their Christmas family tradition.”

Jollibee is also calling on more Filipino families to join the Jolly Family Toy Scouts and touch the lives of children in need.

Representative of the new batch of partner schools and companies from the region, as well as Jollibee executives attended the event that also featured the induction of the 2012 batch of Jolly Family Toy Scouts from Bacolod.

Representative families were also present, including the Jollibee Family Values Awards winner from Visayas, the Ramos family, headed by Rey and Mae Ramos and their children, with Jollibee executives leading the symbolic hanging of commitments on the Maaga ang Pasko Christmas tree and starting off this year's toy and book donations.

Since it started, the Jollibee Maaga ang Pasko campaign has benefitted thousands of children, by collecting and distributing more than 1.8 million toys and books over the years, a press release from organizers said.

Last year, more than 300,000 books and toys were collected with the help of 102 partner schools and 62 partner companies.

Known collectively as the Jolly Toy Scouts, these volunteers gave less fortunate children a more memorable Christmas celebration, it said.*CGS

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