Hallmark Cards, Inc. is a private, family-owned American company based in Kansas City, Missouri. Founded in 1910 by Joyce Hall, Hallmark is the oldest and largest manufacturer of greeting cards in the United States.[3] In 1985, the company was awarded the National Medal of Arts.[4]
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In addition to greeting cards, Hallmark also manufactures such products as party goods, gift wrap, and stationery. Hallmark acquired Binney & Smith in 1987, and would later change its name to Crayola, LLC after its well-known Crayola brand of crayons, markers and colored pencils. The company is also involved in television, having produced the long-running Hallmark Hall of Fame series since 1951, and launching the Hallmark Channel 50 years later (replacing an earlier joint venture with The Jim Henson Company, Odyssey Network).
Driven by an early 20th-century postcard craze, Joyce Clyde Hall and his older brothers, William and Rollie, began the Norfolk Post Card Company in 1907, initially headquartered in the Norfolk, Nebraska bookstore at which they worked. The next year, Rollie bought out the store's non-family business partner and it became "Hall Brothers", doing business as the Hall Book Store. The postcard business soon outgrew the store's resources, and Joyce moved it to Kansas City in 1910. By 1912, the postcard craze had faded and the company had begun selling "Christmas letters" and greeting cards, shortening its name a few years later to the Norfolk Card Company.[5]
In 1917, Hall and his brother Rollie "invented" modern wrapping paper when they ran out of traditional colored tissue paper at the stationery store and substituted fancy French envelope lining paper. After selling the lining paper again the next year, the Hall Brothers started printing their own specifically designed wrapping paper.[6] In 1922, the company expanded throughout the country.[7] The staff grew from 4 to 120 people, and the line increased from holiday cards to include everyday greeting cards.
Hallmark's creative staff consists of around 900 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.
Hallmark Cards feature several brands and licenses. Shoebox, the company's line of humorous cards, evolved from studio cards. Maxine (by John Wagner), was introduced in 1986 when she appeared on several Shoebox cards the year the alternative card line was launched. hoops&yoyo, were characters created by Bob Holt and Mike Adair. Revilo is another popular line, 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. Image Craft was acquired by the William E. Coutts Company subsidiary of Hallmark Canada in the mid-2000s.
The Hallmark Visitors Center is located at the company's headquarters in Kansas City, Missouri. The Center features exhibits about the company's history including historic greeting cards and postcards, Christmas ornaments, exhibits from the company's art collection, and displays about the Hallmark Hall of Fame programs and awards.[24] There is also a movie about the company's history.
On September 6, 2007, Paris Hilton filed an injunction lawsuit against Hallmark Cards Inc., titled Hilton v. Hallmark Cards, 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 photograph 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 February 13, 2007). Hilton's attorney Brent Blakely said that the infringement damages would be based on profits from the $2.49 greeting cards.[32] A Hallmark spokesperson said that the card was intended as parody, protected under fair use law.[33][34] The Court of Appeals for the Ninth Circuit reviewed the case and "denied Hallmark's motion to dismiss". Hilton and Hallmark Cards Inc. later settled out of court.[35] 2ff7e9595c
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