Did you know? On any given day, there are nearly 424,000 children in foster care in the United States. Meet Amy Vale, founder of For the Cubs, who has dedicated her life to supporting kids in foster care. With her personal experience as a foster parent and her professional expertise, Amy created For the Cubs to provide quality essentials for young children and support their transition, whether in foster care or returning to their families.

Born and raised in the Australian outback, Amy's early life was shaped by the diverse stories of international backpackers who visited her family's property. Amy transitioned from a successful marketing career with brands like Spotify to entrepreneurship. After undergoing foster care training, Amy knew she found a gap in the market. For the Cubs offers quality essentials for kids with durable products for eating, sleeping and soothing - all the aspects of nurturing belonging at home. With every order, For the Cubs gives back to kids in foster care with their partner One Simple Wish, embodying their mission to celebrate the beauty of belonging for all children.

For the Cubs' hero product, Percy – a weighted plush bear designed to mimic a hug - is named after her late grandfather and embodies Amy's mission to provide comfort and belonging to every child. With every purchase, the company supports kids in foster care through One Simple Wish. Amy's vision for For the Cubs goes beyond business success. It's a testament to the power of love, connection, and the belief that every child deserves a chance to thrive. Through her work, Amy continues to honor her grandfather's memory while making a tangible difference in the lives of children in foster care.

Over the past two and a half years, Amy and her husband have fostered nine children while building For the Cubs into a purpose-driven brand.

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For the Cubs. A New Approach to Foster Support: Amy Vale

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For the Cubs. A New Approach to Foster Support: Amy Vale