Cadbury Dairy Milk launched The Little Generosity Shop in May. Due to the positive response by the public — with more than 90 000 donations received — the brand has announced the launch of GenerosiTrees.

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

As of Tuesday, 12 November the GenerosiTree activations will be travelling the country and giving South Africans the opportunity to donate items to the cause; this could be anything from teddies to tricycles and books to board games.

The GenerosiTree activations dates include:
  • Gateway Theatre of Shopping in Durban — Tuesday, 12 November to Monday, 18 November
  • Tyger Valley Shopping Centre in Cape Town — Tuesday, 26 November to Monday, 2 December
  • Mall of Africa in Johannesburg — Tuesday, 10 December to Monday, 16 December
The activations will be rewarding generosity with a Cadbury Dairy Milk slab. There is also an opportunity to make donations or purchases in-store and online at select Toys R Us stores, with 'a glass and a half' reward for the public's open-heartedness.

How the Cadbury Dairy Milk GenerosiTrees activations work:
  1. Check-in at the entrance to the GenerosiTree activation and log your pre-loved toy, book or game for wrapping.
  2. One toy, book or game will be exchanged for a Cadbury Dairy Milk slab. Up to five slabs will be given out for five or more donated items.
  3. 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 messages.
  4. From there, a visit to the Reindeer Room or Santa's Workshop offers 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 stars. You can even take pictures with Santa himself in Santa's workshop.
Toys R Us Donations:

Consumers who would like to share their spirit of generosity, but who can't make it to the three malls home to the GenerosiTrees, can also visit selected Toys R Us stores from Tuesday, 19 November or go to the Toys R Us website to make a donation.

For donations at select Toys R Us stores, individuals can drop off a pre-loved toy — or something new from the Toys R Us selection — in the marked collection bin and claim a Cadbury Dairy Milk slab in return. To make a donation online, visit and select an item from the Toys R Us catalogue.

At checkout, select the option for 'Cadbury Dairy Milk GenerosiTree Donation' and the donated item will be channelled to the Cadbury team to add to the collection. Once the checkout process is complete, the person who donated will receive a voucher to go claim their Cadbury Dairy Milk slab at a Toys R Us store near them.

Cadbury Dairy Milk GenerosiTrees aims to see the donations shared with other deserving charitable organisations that support the millions of children — who are growing up without the support of a traditional family — across the country.

Lara Sidersky, Mondelez SA category lead for chocolate, says, "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," concludes Sidersky.

For more information, visit You can also follow Cadbury on Facebook or on Twitter.