Life is good, the Boston-based lifestyle brand committed to spreading the power of optimism and helping kids in need, today announced the formation of a strategic partnership with Hallmark Cards, Inc., the world’s leading greeting card brand. The collaboration between Hallmark and Life is good will produce exclusive co–branded products that will be available throughout the US, Canada and the Caribbean.
The collaboration will bring exclusive Life is good products to various Hallmark and Life is good distribution channels at retail and online. These initial distribution channels include Hallmark Gold Crown stores, Hallmark.com, Lifeisgood.com, Life is good company-owned stores and Life is good Genuine Neighborhood Shoppes®, with the potential to broaden distribution channels and expand product offerings in the future. Select Hallmark Gold Crown stores will also carry a collection of Life is good apparel and accessories.
This new partnership is an important part of Life is good’s strategic licensing vision for its Best-In-Class (BIC) business unit. Life is good's new Best-In-Class business unit is designed to extend the Life is good brand through partners who are the leaders in their existing product categories. The goal is to build healthy new business with smart, well-established leaders who can elevate the Life is good brand in new industries. Life is good intends to be very selective with signing additional best in class partnerships as part of its ongoing strategic plan.
“We are excited to announce our new relationship with Hallmark, which is the first in our Best-In-Class partnership strategy,” said Bert Jacobs, Chief Executive Optimist at Life is good. “We’ve spent 18 years developing valuable intellectual property that is applicable to many different industries. Life is good is dedicated to developing relationships with like-minded companies that will share in our commitment to helping kids in need and spreading the power of optimism. Through this partnership, we will reach millions of new optimists and greatly expand our community.”
“I am excited about the partnership with the Life is good brand,” said Cindy Mahoney, Vice President-Hallmark Licensing. “We have a shared commitment to life affirming consumer products and believe this will inspire new ways to help people make meaningful connections.”
The groups will continue to collaborate in the future on new products with the ultimate goal of spreading the power of optimism, all while helping kids in need through the Life is good Playmakers.
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