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Hallmark introduces Paper Wonder

BY Seth Mendelson

Hallmark is launching Paper Wonder, a line of cards that highlights the artistry of the paper craft, which consumers say they increasingly associate with luxury and collectability. The line features 20 different designs in five unique formats.

Officials at the Kansas City, Mo.-based company said Paper Wonder is designed to bring a new dimension to the greeting card. They said that each card unfolds, pops, or expands to reveal a surprise inside. This diverse collection of paper craft will allow consumers to explore, discover, and share with the people they love, they added. Paper Wonder also is available in boxed cards and gift presentation.

Paper Wonder will be the focus of Hallmark’s national marketing campaign this holiday featuring digital ads, online video, streaming audio and a Hallmark Channel integration. Company executives said the product line will expand next year with cards for such key holidays as Valentine’s Day and Mother’s Day, as well as everyday occasions such as birthdays.

Paper Wonder also will be debuting the dimensional gift wrap collection, featuring gift bags, wrapping paper and trim that will help provide a cohesive look and style to the holiday season. Hallmark also is adding closed top gift bags and scented tissue paper to its line for the holiday season.

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