Hallmark Cards

Hallmark Cards is a privately held, family-owned American company headquartered in Kansas City, Missouri. It is best known for greeting cards and related seasonal and gift products, but its activities have also extended into wrapping paper, stationery, party goods, Christmas ornaments, licensing, retail distribution, television production, cable television, commercial real estate, and creative services. The company is one of the oldest and largest greeting-card businesses in the United States. The business grew out of a postcard venture established by Joyce Clyde Hall and his brothers William and Rollie. The brothers began selling postcards in Nebraska in 1907, but the operation soon outgrew the family bookstore. Joyce Hall moved the business to Kansas City in 1910, where it developed from a postcard distributor into a publisher of Christmas letters, greeting cards, and other paper products. As the postcard boom weakened, the company shifted toward the broader everyday and seasonal greeting-card market. Hallmark's early growth was supported by product innovation and national distribution. In 1917, after the company ran short of conventional colored tissue paper, it substituted decorative French envelope-lining paper as wrapping material. Customer demand led the Halls to print their own wrapping paper, creating an important adjacent product category. During the 1920s, Hallmark expanded beyond Kansas City, enlarged its workforce, broadened its card range, and became an early greeting-card advertiser in national magazines. The Hallmark name was introduced as a consumer brand in 1928 and was printed on the back of the company's cards. The brand positioned itself around emotional expression, quality, and dependable occasions-based purchasing. Its long-running slogan, introduced in 1944, was “When you care enough to send the very best.” Hallmark's retail presence developed through independent Hallmark Gold Crown stores and other distribution partners, while its creative organization produced cards and related products for holidays, birthdays, relationships, humor, sympathy, and everyday communication. Well-known lines have included Shoebox humor cards, Maxine, hoops&yoyo, Forever Friends, and Hallmark Keepsake Ornaments. The company diversified through acquisitions and media investments. It acquired the Canadian William E. Coutts Company, expanded into the United Kingdom and other overseas markets, purchased postcard and greeting-card businesses, and acquired Binney & Smith in 1984. Binney & Smith later became Crayola, LLC, named for its Crayola crayons, markers, and colored pencils. Hallmark also developed a significant television presence. Hallmark Hall of Fame began in 1951 as a sponsored television program and became a long-running anthology series. In 2001, Hallmark launched the Hallmark Channel, replacing the earlier Odyssey Network venture associated with The Jim Henson Company. Hallmark has remained privately controlled rather than becoming a public company. Its broader corporate interests have included the Crown Center commercial complex near its Kansas City headquarters, creative and entertainment assets, and business-to-business offerings. Some earlier holdings were later sold or separated, including its stake in Univision, Hallmark Entertainment, and Hallmark Business Connections. The company has also supported cultural institutions, including the Nelson-Atkins Museum of Art, to which it donated an extensive photographic collection in 2006. In the card and gift sector, Hallmark competes through brand recognition, seasonal collections, licensed characters and properties, proprietary creative content, retail reach, and a large design and editorial organization. Its products are sold through Hallmark-branded stores, mass and specialty retailers, online channels, and international partners. The company continues to be associated primarily with cards and emotional gifting, while its media and entertainment operations h…

Hallmark Cards originated during the early twentieth-century postcard boom. Joyce Clyde Hall and his brothers William and Rollie established the Norfolk Post Card Company in Nebraska in 1907 while working in a bookstore. The postcard operation soon became larger than the store could support. After changes in the bookstore partnership, Joyce Hall moved the postcard business to Kansas City in 1910. The weakening of the postcard craze encouraged the company to diversify into Christmas letters and greeting cards. By 1912, the Halls were concentrating increasingly on cards rather than postcards, and the business later operated under the Norfolk Card Company name. A shortage of colored tissue paper in 1917 led to an important product innovation: the company sold decorative French envelope-lining paper as wrapping paper. After the substitute product sold successfully again the following year, Hall Brothers began producing purpose-designed wrapping paper of its own. During the 1920s, the company expanded nationally, increased its workforce, and added everyday cards to its holiday range. In 1928, it introduced Hallmark as its consumer-facing brand, taking the name from the identifying mark used by goldsmiths. Hallmark was printed on the backs of cards, and the company advertised nationally in Ladies' Home Journal, helping establish greeting cards as a recognizable branded category. International expansion began in 1931 when the Canadian William E. Coutts Company became an affiliate. The company adopted its enduring advertising slogan in 1944. Hallmark's entertainment history began in 1951, when it sponsored an NBC television program that became Hallmark Hall of Fame. The series developed into one of the company's most visible cultural properties and received numerous Emmy Awards. Hallmark changed its corporate name from Hall Brothers to Hallmark in 1954, and acquired the William E. Coutts Company in 1958. Diversification continued in the second half of the century. Hallmark acquired Valentine & Sons of Dundee in 1980 and W. N. Sharpe Holdings in 1984, strengthening its presence in postcard and greeting-card publishing. It also bought Binney & Smith in 1984 for $204 million; the subsidiary was later renamed Crayola, LLC. Hallmark owned a stake in the Spanish-language broadcaster Univision from 1986 to 1992. In 1973, it had entered the Christmas-ornament business, and the Hallmark Keepsake Ornament collection later became a substantial collector category. A national Keepsake Ornament Collector's Club was launched in 1987. The company made further publishing acquisitions in 1998, including Creative Publishing in the United Kingdom and InterArt in the United States. It also developed licensed and proprietary characters, including Maxine, created by Hallmark artist John Wagner for the Shoebox line in 1986. Maxine expanded from cards into merchandise and television. Hallmark's media business grew with the 2001 launch of the Hallmark Channel. Other entertainment assets, including Hallmark Entertainment, were later sold or reorganized. Hallmark has also maintained a physical and cultural presence in Kansas City. It manages the Crown Center commercial complex near its headquarters and operates the Hallmark Visitors Center, which presents company history, product archives, ornaments, and material related to Hallmark's television programs. In 2006, Hallmark donated its photographic collection, containing work by prominent photographers, to the Nelson-Atkins Museum of Art. The company has faced intellectual-property disputes. Neil Armstrong brought a 1994 action concerning the use of his name and recorded words on an ornament, and Paris Hilton sued in 2007 over a parody greeting card. Both matters were resolved out of court. Hallmark remains a privately held family business whose core identity is built around greeting cards, seasonal gifting, retail distribution, and media associated with holidays and sentiment.

• 2006

  Photographic collection donated

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark donates its photographic collection to the Nelson-Atkins Museum of Art.

• 2001

  Hallmark Channel launched

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark launches its cable television network.

• 1987

  Keepsake collector club launched nationally

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark establishes a national club for collectors of Keepsake Ornaments.

• 1985

  National Medal of Arts

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark receives the National Medal of Arts.

• 1984

  Binney & Smith acquired

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark acquires Binney & Smith, later known as Crayola, LLC.

• 1973

  Keepsake Ornaments launched

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark introduces its Christmas ornament business with an initial collection of 18 ornaments.

• 1954

  Corporate name changes to Hallmark

  [1]Hallmark Cardsen.wikipedia.org

  Hall Brothers adopts Hallmark as its company name.

• 1951

  Hallmark Hall of Fame begins

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark sponsors a television production for NBC that develops into Hallmark Hall of Fame.

• 1944

  Signature slogan adopted

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark adopts “When you care enough to send the very best.”

• 1931

  First international affiliate

  [1]Hallmark Cardsen.wikipedia.org

  William E. Coutts Company of Canada becomes affiliated with Hall Brothers.

• 1928

  Hallmark brand introduced

  [1]Hallmark Cardsen.wikipedia.org

  Hallmark becomes the brand name printed on the company's greeting cards, accompanied by national advertising.

• 1917

  Wrapping-paper innovation

  [1]Hallmark Cardsen.wikipedia.org

  The company begins selling decorative wrapping paper after substituting envelope-lining paper for tissue paper.

• 1910

  Business moves to Kansas City

  [1]Hallmark Cardsen.wikipedia.org

  Joyce Hall relocates the growing postcard operation to Kansas City, Missouri.

• 1907

  Postcard business begins

  [1]Hallmark Cardsen.wikipedia.org

  Joyce Hall and his brothers establish the Norfolk Post Card Company in Nebraska.

Mass-market, occasion-based emotional expression and gifting with an emphasis on quality, sentiment, seasonal traditions, and broad retail accessibility.

• Greeting cards · 1912

  Hallmark Greeting Cards

  Hallmark's core product category covers cards for major holidays, birthdays, anniversaries, relationships, sympathy, congratulations, humor, and everyday communication. The range includes proprietary artwork, editorial writing, licensed properties, and specialized lines such as Shoebox. Cards are distributed through Hallmark Gold Crown stores, independent retailers, mass merchants, and other channels.

• Seasonal collectibles · 1973

  Hallmark Keepsake Ornaments

  Introduced in 1973, Keepsake Ornaments are dated Christmas collectibles designed for annual release and long-term collection. The line includes glass and other ornament formats, licensed themes, original characters, and holiday motifs. Hallmark also created a collector club and related retail activity around the range.

• Humorous greeting cards · 1986

  Shoebox

  Shoebox is Hallmark's humor-oriented card line. It developed from studio cards and uses comic situations, irreverent observations, and recurring characters. Maxine, the irascible older woman created by Hallmark artist John Wagner, became one of the line's best-known characters and later appeared on merchandise and in an animated television special.

• Paper goods · 1917

  Hallmark Gift Wrap and Stationery

  Hallmark expanded beyond cards into wrapping paper, stationery, party goods, and related paper products. Its wrapping-paper activity grew from the company's early twentieth-century experiment with decorative envelope-lining paper and became a continuing part of its occasion-based assortment.

• Television network · 2001

  Hallmark Channel

  The Hallmark Channel is a cable television network launched in 2001. It extends the Hallmark name into scripted and unscripted programming associated especially with holidays, romance, family entertainment, and seasonal viewing.

• Children's art materials · 1984

  Crayola

  Hallmark acquired Binney & Smith in 1984, the manufacturer of Crayola crayons and related children's art materials. The business was later renamed Crayola, LLC. It represents a major former diversification of the Hallmark corporate portfolio rather than the company's core greeting-card line.

• 2007

  Paris Hilton parody-card lawsuit

  Paris Hilton sued Hallmark over a card depicting her as a waitress and using her catchphrase. Hallmark argued that the card was parody protected by fair-use principles. The case reached appellate review and was later settled out of court.

  Source

• 1994

  Neil Armstrong ornament lawsuit

  Neil Armstrong sued Hallmark after the company used his name and a recording of his famous quotation on a Christmas ornament without permission. The case settled privately for an undisclosed amount.

  Source

Read more

• 1944When you care enough to send the very best

  United States · International

  Hallmark introduced the slogan that linked card purchasing with care, emotional sincerity, and premium presentation. The phrase became a defining element of the brand's positioning.

  Outcome. Became Hallmark's signature brand message.

  Source
• 1928National Hallmark advertising launch

  United States

  Hallmark became one of the first greeting-card companies to advertise nationally, using magazine advertising to build a recognizable consumer brand around its cards.

  Outcome. Helped establish Hallmark as a national greeting-card brand.

  Source

• 2019

  Reorganize senior leadershipOther

  Background

  Hallmark announced a change in the leadership structure of its privately held family business.

  Action taken

  Mike Perry became president and CEO, while Donald J. Hall Jr. became executive chairman and David E. Hall executive vice chairman.

  Aftermath

  The arrangement separated day-to-day executive leadership from the senior family governance roles.

  Source

• 2019

  Sell Hallmark Business ConnectionsM&A

  Background

  Hallmark reviewed the role of its business-to-business customized-card and incentive-program operation within the broader group.

  Action taken

  Hallmark sold Hallmark Business Connections to InComm.

  Aftermath

  The transaction reduced Hallmark's portfolio of non-core business-services activities.

  Source

• 2001

  Launch the Hallmark ChannelProduct launch

  Background

  Hallmark had developed television experience through Hallmark Hall of Fame and an earlier network venture.

  Action taken

  The company launched the Hallmark Channel, replacing the Odyssey Network.

  Aftermath

  Television became a prominent extension of the Hallmark brand, particularly in seasonal and family-oriented programming.

  Source

• 1984

  Acquire Binney & SmithM&A

  Background

  Hallmark pursued diversification beyond paper products and greeting cards.

  Action taken

  It acquired Binney & Smith, the maker of Crayola products, for $204 million.

  Aftermath

  The business later became Crayola, LLC and was subsequently treated as a separate former diversification of Hallmark.

  Acquisition price. 204 million USD (1984)

  Source

• 1973

  Enter the Christmas-ornament categoryProduct launch

  Background

  Hallmark sought adjacent seasonal categories connected to its established holiday and gifting business.

  Action taken

  The company introduced a collection of 18 Christmas ornaments and developed the Keepsake line.

  Aftermath

  Keepsake Ornaments became a major collectible offering and a recurring annual product program.

  Source

• 1912

  Shift from postcards toward greeting cardsStrategy

  Background

  The early postcard boom weakened, reducing the attractiveness of the company's original focus.

  Action taken

  Hall Brothers expanded into Christmas letters, greeting cards, and eventually everyday cards.

  Aftermath

  The shift created the product foundation for Hallmark's long-term business.

  Source

1. 1Hallmark Cardsen.wikipedia.org