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  • Grupo Bimbo participates in the Juguetón campaign.

Grupo Bimbo participates in the Juguetón campaign, bringing joy to children in need.

The enchantment surrounding the three Wise Men must reach every corner, and our work is very important in making that happen. Each year their smiles fill our hearts and motivate us to do this and more.

10 trucks came together to distribute toys to children

For the sixth consecutive year, Bimbo and Barcel in Mexico joined Juguetón Azteca where, in conjunction with Three Kings’ Day, they helped the three Wise Men Melchior, Caspar and Balthasar deliver toys and smiles to children in need in various shelters, hospitals, and medical centers.


Grupo Bimbo assembled a caravan with five Bimbo trucks and five Barcel trucks that arrived very early at the TV Azteca facilities in south Mexico City to carry out the work that the Magi Kings assigned to them. 

In the words of Ángel Roberto Pérez, who headed the Barcel unit and was dressed up as the clown Pepetón, “The enchantment surrounding the three Wise Men must reach every corner, and our work is very important in making that happen. Each year their smiles fill our hearts and motivate us to do this and more.”

María Fernanda Moreno, one of Grupo Bimbo’s volunteers, said, “The companies, volunteers, people who donate, and of course the three Wise Men put a lot of effort into this. But when we see those smiles, that joy, you know it was all worthwhile.”


Our participation in this noble activity, which the journalist Jorge Garralda and TV Azteca have organized for over 20 years, complements the many activities that we at Grupo Bimbo have supported through our sustainability platform, which are intended to benefit the communities where we have a presence.