GenerosiTrees: Inspiring Festive Generosity

Donate a toy to a child in need under a Cadbury Dairy Milk GenerosiTree

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

The response was amazing. More than 90 000 compassionate donations poured in. So  they have decided to try 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). SOS CV is  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. South Africans will have the opportunity to show that there’s ‘a glass and a half in everyone’ by donating 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). They will be rewarding Generosity with Cadbury Dairy Milk slab. There’s also an opportunity to make donations or purchase in-store and online at select Toys R Us stores, with a ‘glass & a half’ reward for their 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. Up to five slabs for five or more donated items. You can then add even more Generosity by visiting the messaging station. Here 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.

Next visit the Reindeer Room or Santa’s Workshop. Both rooms offer 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.  Otherwise, take pictures with Santa himself in the hustle and bustle of Santa’s Workshop.

Toys R Us Donations:

If you’d love to share your spirit of Generosity, but can’t make it to GenerosiTrees, you can also visit select Toys R Us stores. Alternatively go to the Toys R Us website to make a donation.

For in-store donations simply pop your donations in the marked collection bin. Then claim a Cadbury Dairy Milk slab in return. Donations can be your pre-loved toy, or if you prefer, something new from the Toys R Us selection.

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’. 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.

“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”.

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.

* T&C’s apply.

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