Hub-based retailer Life is Good said today it will now donate 10 percent of its net profits to help kids in need through the Life is Good Kids Foundation.
"To date, we have helped raise $9.5 million to help kids in need, but we're just getting started. With this 10 percent donation announcement we are making an ongoing, long-term commitment," said Bert Jacobs, chief executive optimist of Life is good, in a statement.
The company's co-founders said they currently donate all proceeds from their speaking engagements to foundation.
In October the company announced a partnership with Hallmark Cards to extend the brand's message.
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