GenerosiTrees to Inspire the Spirit of Generosity this Festive Season

 When Cadbury Dairy Milk discovered that there were millions of orphaned and vulnerable children in South Africa and that the overwhelming majority of them had never known the joy of owning their own toy, book or game, they wanted to make a difference, so they enlisted the help of generous South Africans and launched The Little Generosity Shop in May 2019.

So amazing was the response, with more than 90 000 compassionate donations pouring in, that Cadbury decided to try and make the festive season a little brighter for even more of these incredibly deserving children, with Cadbury Dairy Milk GenerosiTrees.

The items collected by The Little Generosity Shop were donated to various beneficiaries, including the SOS Children’s Village (SOS CV), an independent, non-governmental organization that offers family-like care for children and young people who have lost or are at risk of losing parental care. As a childcare and development organization, SOS CV also advocates for the rights of South Africa’s most marginalised children.

From 12 November, the GenerosiTree activations will be travelling the country and giving South Africans the opportunity to show that there’s ‘a glass and a half in everyone’ by giving them the chance to donate the items that were once precious to them – teddies to tricycles and books to board games – to this incredibly noble cause.

The GenerosiTree activations will be at Gateway Theatre of Shopping in Durban (12 – 18 November), Tyger Valley Shopping Centre in Cape Town (26 November – 2 December) and Mall of Africa in Johannesburg (10 – 16 December) and will be rewarding Generosity with Cadbury Dairy Milk slab. There’s also an opportunity to make donations or purchase in-store and online at selected Toys R Us stores, with a ‘glass & a half’ reward for your open-heartedness.

 How the Cadbury Dairy Milk GenerosiTrees activations work:

Check in at the entrance to the GenerosiTree activation and log your pre-loved toy, book or game for wrapping. One toy, book or game will be exchanged for a Cadbury Dairy Milk slab and up to five slabs for five or more donated items. You can then add even more Generosity by visiting the messaging station, where you can write a message on a tag and attach it to your donation – each child who receives a toy will also get one of these personal and heart-felt messages.

From there, a visit to the Reindeer Room or Santa’s Workshop offers great photo opportunities that you can download and share to help spread the spirit of Generosity online. Each room offers a unique and immersive experience – the Reindeer Room is decorated with a night sky, lit up with twinkling stars, while you can take pictures with Santa himself in the hustle and bustle of Santa’s Workshop.

Toys R Us Donations:

Consumers who would love to share their spirit of Generosity, but who can’t make it to the three malls which will be home to the GenerosiTrees, can also visit selected Toys R Us stores from the 19th of November or simply go to the Toys R Us website– to make a donation and receive your Cadbury Dairy Milk slab in return.

For donations at selected Toys R Us stores, simply drop off your pre-loved toy – or something new from the Toys R Us selection if you prefer, who will also be offering a discounted range for those who want to donate to the GenerosiTrees initiative – in the marked collection bin and claim a Cadbury Dairy Milk slab in return.

If you’d like to make an online donation, visit and select an item from the Toys R Us catalogue. At checkout, select the option for ‘Cadbury Dairy Milk GenerosiTrees Donation’ and the donated item will be channelled to the Cadbury team to add to the collection. Once the checkout process is complete, you’ll receive a voucher to go claim your Cadbury Dairy Milk slab at a Toys R Us store near you.

“This festive season, Cadbury Dairy Milk GenerosiTrees will see the donations shared with other deserving charitable organisations which support the millions of children who are growing up without the support of a traditional family, across the country,” says Lara Sidersky, Mondelez SA Category Lead for Chocolate. “Giving is on everyone’s minds during the festive season and we want to remind people that Generosity is driven by selflessly wanting to make an impact on someone else’s day, rather than simply giving for giving’s sake”.

“We are pleased to partner with Cadbury Dairy Milk in spreading joy through the GenerosiTrees campaign inspired by this season of giving. Toys often carry a sense of nostalgia that takes us back to a wonderful moment of pure joy and we are delighted to be part of this wonderful drive,” says Catherine Jacoby, Marketing Manager Toys R Us & Babies R Us South Africa.

For details of the GenerosiTrees donation points and the Toys R Us partnership go to and follow @CadburyDairyMilkSA on Facebook or @Cadbury_SA on Twitter as well as Instagram and #GlassAndAHalf #GenerosiTrees.

Toys R Us are on @ToysRUs.SouthAfrica on Facebook or @toysrus_za on Instagram and Twitter.



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