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Bruins Launch 'Little Bruins' Program That Will Introduce Hockey to 500 Children Annually; Friendly's Becomes Official Family Restaurant & Ice Cream of Bruins

by Staff Writer / Boston Bruins

BOSTON, MA – Boston Bruins Principal Charlie Jacobs announced today, Thursday, September 18, that the organization is launching the “Little Bruins” Learn to Play Hockey program, a new youth hockey initiative which will introduce the game of hockey to 500 children in Massachusetts annually.

The “Little Bruins” program will help aspiring youth hockey players develop their skills and create opportunities for more children to learn how to play hockey, while lessening the financial burden on families. The program is available to boys and girls ages five through eight and will be hosted at six different rinks across Massachusetts. 

“I have said many times that we are stewards of the game of hockey here in New England and the ‘Little Bruins’ program aligns with that mission,” said Jacobs. “It is vitally important that we grow our game at the youth level and I couldn’t be prouder that the Bruins are spearheading this initiative.”

The inaugural ‘Little Bruins’ season will begin this October, and will cost only $100 per child. As part of the program every child will receive full head-to-toe CCM equipment (including skates), a professional fitting at MonkeySports Superstore in Norwood and four weeks of on ice instruction from Massachusetts Hockey coaches.

Partnering with the Bruins on the program is Friendly’s, who will become a presenting partner of the Little Bruins and the Official Family Restaurant and Ice Cream of the Boston Bruins.

"We are looking forward to our partnership with the Boston Bruins and working with this well-regarded New England sports organization to build many wonderful memories for hockey and ice cream fans, alike." said John Maguire, President and CEO of Friendly's Ice Cream. "As a longtime hockey fan, I'm also personally excited that Friendly's is able to support our local communities' youth by teaming up with the "Little Bruins" Learn to Play Hockey Program."

In addition to Friendly’s the other Little Bruins partners include: Mass Hockey, CCM and MonkeySports.

Registration for the Little Bruins program will begin on Tuesday, September 23 at 10:00 a.m. ET on, registration is on a first come, first served basis. The program is open to any children aged five through eight including those who have never participated in organized hockey.

About Friendly's Ice Cream, LLC:

Friendly’s Ice Cream, LLC is a vertically integrated restaurant company, with an iconic brand name, serving signature sandwiches, burgers and ice cream desserts in a friendly, family environment. Together with its broad franchisee base, the company has system-wide sales of over $550 million and distribution through over 8,000 retail locations. For 79 years, Friendly’s restaurants and dedicated service teams have delighted generations of guests. For the future, Friendly’s has plans for new food and ice cream products, enhanced buildings, and new service channels. For additional information please visit

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