Hallmark readies for Mother’s Day with new offerings, marketing campaign

KANSAS CITY, Mo. — As Mother’s Day approaches, Hallmark is rolling out its latest greeting card innovation, as well as new designs for its Signature line of cards. The company notes that in the U.S., 113 million cards are exchanged for Mother’s Day, with data from the National Retail Federation showing that the day is second only to Christmas in participation.

Hallmark also is making a push to drive awareness and store traffic with a new campaign targeting millennials, called “Every Mom has a Signature,” soundtracked by Meghan Trainor’s song “Mom.” The campaign will see Hallmark Signature showcased across TV, radio, digital and social media platforms, as well as through influencer engagement.

The Signature line will see 24 new designs for Mother’s Day this year, as well as the addition of Hallmark Signature Spanish — a collection of premium Signature cards in Spanish.

Also as part of the lead-up to Mother’s Day, Hallmark is introducing various innovations. The Gems + Lights cards feature a fiber optic light, process and gemstone attachments. Photos in Motion is a four-card collection with dancing photos and music. Blooming Flowers has four sound card designs with paper-craft flowers that bloom when the card is opened, and  Light Up Flowers has music and paper-craft flowers that glow. Finally, Felt and Sound is a line of four cards that combine felt designs with cut paper and silkscreen in a sound card.

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