Hallmark Cards

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Hallmark Licensing, Inc.
Type	Private
Founded	1910
Headquarters	2501 McGee Street Kansas City, MO 64108
Revenue	▲ $4.4 billion (2007)
Employees	16,000
Website	http://www.hallmark.com

Hallmark Cards is a privately owned American company based in Kansas City, Missouri. Founded in 1910 by Joyce C. Hall, Hallmark is the largest manufacturer of greeting cards in the United States. Approximately 50% of greeting cards sent in the United States every year are manufactured by Hallmark^{[citation needed]}. Christmas is the #1 selling holiday in terms of Hallmark Cards sales.^{[citation needed]}

[edit] Background

Joyce C. Hall, founder of Hallmark Cards.

Founded in 1910 by 18-year-old Joyce C. Hall selling postcards, by 1915 the company was known as Hall Brothers and sold Valentine's Day and Christmas cards. In 1917, Hall and his brother Rollie invented modern wrapping paper when they ran out of traditional colored tissue paper.

In 1928, the company adopted the name "Hallmark", after the hallmark symbol used by goldsmiths in London in the 14th century, and began printing the name on the back of every card and promoting it in ad campaigns, a practice the company continues to the present day. In 1931, the Canadian William E. Coutts Company, Ltd., a major card maker, became an affiliate of Hall Brothers, which was Hall Brothers' first international business venture.

In 1944, it adopted its current slogan, "When you care enough to send the very best." It was created by a salesman at a meeting. The cocktail napkin on which it was originally handwritten is on display at the company headquarters. In 1951, Hall sponsored a television program for NBC that gave rise to the Hallmark Hall of Fame, which has won 78 Emmy Awards. Hallmark now has its own cable television channel, the Hallmark Channel which was established in 2001. For a period of about 15 years, Hallmark owned a stake in the Spanish language network Univision.

In 1954, the company name was changed from Hall Brothers to Hallmark. In 1958, William E. Coutts Company, Ltd. was acquired by Hallmark; until the 1990s, Hallmark's Canadian branch was known as "Coutts Hallmark".

[edit] Employees

Worldwide, Hallmark has more than 18,000 full-time employees. About 4,500 Hallmarkers work at the Kansas City headquarters and about 9,900 are associated full-time with the U.S. personal expression business.

[edit] Management

The current chairman is Donald J. Hall, and the current president and CEO is his son, David E. Hall.

[edit] Creative resources

Hallmark's creative staff consists of around 800 artists, designers, stylists, writers, editors and photographers. Together they generate more than 19,000 new and redesigned greeting cards and related products per year. The company offers more than 48,000 products in its model line at any one time.

[edit] Products and services

Hallmark offers or has offered the following products and services:

[edit] Greeting Cards

• Shoebox, the company's line of humorous cards, evolved from studio cards
• Maxine [1] [2], by artist John Wagner
• hoops&yoyo [3], by artists Bob Holt and Mike Adair
• Revilo [4], by artist Oliver Christianson ("Revilo" is "Oliver" spelled backwards)
• Forever Friends was purchased in 1994 from English entrepreneur Andrew Brownsword, who for four years subsequently was Chief Executive of Hallmark Europe^[1]
• Tippi Town Bears
• Hallmark Smilebox, software for creating and sending photo ecards, is offered in partnership with Smilebox, Inc.[5]
• Hallmark Card Studio, software for creating and printing cards, is offered in partnership with Nova Development
• Microsoft Greetings Workshop, software for creating and printing cards, was offered in partnership with Microsoft[6]

[edit] Gift Products

• Hallmark Flowers [7]
• Keepsake Ornaments
• Road Rovers - diecast cartoon vehicles

[edit] Publications

• Hallmark Magazine [8]

[edit] Hallmark School Store

Alvirne High School in Hudson, New Hampshire, operates the only Hallmark school store in the United States. Besides normal food and beverage items, the "Bronco Barn" store also sells Hallmark cards. The store is run by students in Marketing I and Marketing II classes, and is open to students all day and after school.^[2]

[edit] Subsidiaries

Hallmark owns:

• Hallmark Channel: a television network;
• Binney & Smith (now Crayola, LLC): makers of Crayola-brand crayons
• Rainbow Brite: a franchise of children's dolls
• Hallmark Cards: a chain of independently-owned card and gift stores in the United States and Canada.
• Hallmark Business Expressions: Formed in 1996, Hallmark Business Expressions is a business-to-business subsidiary of Hallmark Cards, Inc. and is headquartered in Kansas City, MO^[3].

[edit] Hallmark Music

In the mid-1980s, the company started the music division, issuing compilation albums by a number of popular artists. In 2004, Hallmark entered into a licensing agreement with Somerset Entertainment to produce Hallmark Music CDs. It also runs Halls, an upscale department store at the Country Club Plaza in Kansas City and Crown Center.

In addition, it is the property manager of Crown Center adjacent to its headquarters, owns lithographer Litho-Krome Co., and corporate loyalty and gift certificate issuer Hallmark Insights (formerly the Gift Certificate Center).

[edit] Former subsidiaries

• Hallmark Entertainment: a producer of television shows and mini-series. Halmi Jr. and Halmi Sr. acquired the company in 2006 and was absorbed into RHI Entertainment;
• Univision: Hallmark owned Spanish-language broadcaster Univision from 1986 to 1992^[4]

[edit] Hallmark photographic collection

The Hallmark Photographic Collection was donated to the Nelson-Atkins Museum of Art in Kansas City, Missouri.

[edit] Legal Problems

On September 6, 2007, Paris Hilton filed an injunction lawsuit against Hallmark Cards Inc. in U.S. District Court over the unlawful use of her picture and catchphrase "That's hot" on a greeting card. The card is titled "Paris's First Day as a Waitress" with a photo of Hilton's face on a cartoon of a waitress serving a plate of food, with a Hilton's dialogue bubble, "Don't touch that, it's hot." (which had a registered trademark on Feb. 13, 2007). Hilton's attorney Brent Blakely said that the infringement damages would be based on profits from the $2.49 cards. Julie O'Dell said that Hallmark used the card as parody, protected under fair use law.^[5]

Neil Armstrong sued Hallmark Cards in 1994 after they used his name and a recording of "one small step" quote in a Christmas ornament without permission. The lawsuit was settled out of court for an undisclosed amount of money which Armstrong donated to Purdue. The case caused Armstrong and NASA to be more careful about the usage of astronaut names, photographs and recordings, and to whom he has granted permission. For non-profit and government public-service announcements, he will usually give permission.

[edit] See also

• Cardmaking
• Hallmark holiday

[edit] External links

• Official site

[edit] References

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