Around the Region

Life is good in deal with Hallmark

Life is good, a Boston-based T-shirt retailer with both a business plan and a do-good mission statement, said Tuesday that it is forming a strategic partnership with Hallmark Cards Inc., the greeting card brand.

Among other things, the partnership will bring “Life is good” T-shirts, other apparel, and accessories into Hallmark’s distribution network, which includes Hallmark Gold Crown stores.

Plans also call for the production of “exclusive co–branded products that will be available throughout the US, Canada, and the Caribbean,” the Life is good company said in a press release.


Aside from selling T-shirts, Life is Good says it is devoted to spreading the power of optimism and helping kids in need. (At Life is good, CEO stands for chief executive optimist, not chief executive officer.) According to the company, it has raised more than $9 million so far for kids in need, with much of the money used to support education and child care.

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On the business front, meanwhile, the company is pursuing what it calls a “Best-In-Class” strategy.

That strategy’s goal is to build new business opportunities with well-established leaders such as Hallmark that can elevate the Life is good brand in new industries.

“We are excited to announce our new relationship with Hallmark, which is the first in our Best-In-Class partnership strategy,” Life is good chief executive optimist Bert Jacobs said in a statement. “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.”

Chris Reidy can be reached at