As a fitting end to its year-long 30th anniversary celebration, Jollibee is out to make this year’s "MaAga ang Pasko" the grandest yet. Its long-running CSR program in partnership with much-awarded Aga Muhlach becomes even bigger and extra meaningful as it gains more supporters and partners, opening new channels to encourage donations all over the country.

"Our goal to make this the biggest ‘Jollibee MaAga ang Pasko’ campaign stems from our unwavering commitment to the happiness of children and the promotion of solid Filipino values. These are ideals that have always been at the heart of Jollibee and expressing them through the ‘MaAga’ campaign reinforces our goal to spread not just the joy of eating but also the joy that one derives from sharing," shared Gold Tantoco, Jollibee vice president for marketing. She emphasized that the new elements encourage kids and even the adults become truly involved in the program.

Live the "Jolly Toy Scout" spirit by donating to "MaAga ang Pasko." The khaki-clad youth volunteers, initially coming from partner elementary schools in Manila, were introduced at the recent launch of this year’s drive. During the investiture ceremony held at the Rockwell Tent in Makati City, Aga himself was one of the troop leaders.

"Through the years, we’ve always asked for donations, but we realized that it’s about time to involve children more deeply," explained Aga. "Lagi kong sinasabi na kapag bata pa lang natuto nang magbigay, they will carry that value into adulthood –not just as a value but, really, as part of who they are. That is the true spirit of giving, and that is what will make this drive last for many, many more years."

Taking inspiration from the scouting movements all over the world, more than 100 "Jolly Toy Scouts" pledged to serve as young ambassadors of the campaign, embodying the spirit of sharing and giving as they commit to help fill up the sacks with toys and books to be donated in the name of "MaAga ang Pasko sa Jollibee." Interested grade school students can still sign up to be a "Jolly Toy Scout" with the nationwide recruitment ongoing in the NCR, Southern Luzon, Northern Luzon and Visayas.

Tantoco stressed though that the joy and fulfillment of being a "Jolly Toy Scout" is an experience that is not exclusive for kids. "Anyone, from 6 to 60, who contributes in bringing joy to Filipino children through ‘Jollibee MaAga ang Pasko’ is a ‘Jolly Toy Scout,’" added Tantoco.

As part of the campaign, limited-edition Jollibee Hug & Share dolls will be sold for P300 in all Jollibee stores nationwide from October 15 to December 15. Part of the proceeds will go to the "Jollibee MaAga ang Pasko" fund. These cute collectibles have a heart shaped button that plays Jollibee’s 30th anniversary theme song when pressed.

The campaign’s media partners–Abante Group of Publications, ABS-CBN Publishing, BusinessWorld, Daily Tribune, The Journal Group, Malaya, Manila Bulletin, Manila Standard Today, Mega Publishing Group, Philippine Daily Inquirer, Philippine Star and Summit Media –also pledged their support and inducted as honorary "Jolly Toy Scouts."