International Game Technology (IGT) has struck a deal that gives it the property licensing rights to New England-based clothing brand Life is Good, giving it the right to develop a range of lottery products in the US market.
The agreement gives IGT the right to develop and distribute Life is Good-branded instant scratch cards, online e-instant games and draw-based products.
Founded in 1989, Life is Good produces clothing for men, women and children featuring optimistic slogans and its mascot, a stick figure named Jake. Its products are sold in around 4,500 shops in all 50 US states, as well as in 30 other countries worldwide.
The company donates 10 per cent of its net profits to charitable organisations for children, and has raised more than $11m to date through products, events and community fundraising efforts.
“IGT is pleased to partner with a positive lifestyle brand, Life is Good, a company that shares our passion for giving back to the community and generating funds for good causes,” chief executive of IGT’s North American lotteries business Michael Chambrello said.
“We are looking forward to bringing customers a robust Life is Good lottery program that will support the Life is Good mission – to spread the power of optimism and help kids in need. It is an honor to partner with a company that is so focused on doing good, and we are excited to grow that good together.”
The clothing brand’s chief executive optimist Bert Jacobs said: “Life is Good is looking forward to working with IGT in developing a strong lottery program that is aligned with our work to help kids by funding educational programs. We find tremendous value in partnering with companies that share our vision and give back to the community.
“We’re confident we have selected the right partner in IGT based on their commitment and support of our mission.”
source : www.igamingbusiness.com
