What Is Hallmark Selling?

Hallmark Cards, Inc. is an American company known around the world for greeting cards, ornaments, gift wrap, and other stationery products. Based in Kansas City, Missouri, Hallmark has roots dating back to the early 20th century.

The company traces its origins to 1910 when Joyce C. Hall, an 18-year-old entrepreneur, began selling postcards in Kansas City. He founded a company called Hall Brothers with his brother Rollie. In 1915, Hall and his brother named their fledgling business Hallmark in honor of themselves.

Over the next few decades, Hallmark steadily expanded its offerings beyond postcards to include greeting cards, gift wrap, party goods, and more. The company innovated the concept of seasonal greeting cards for major holidays like Christmas and Valentine’s Day. Today, Hallmark is one of the largest manufacturers of greeting cards and related products in the United States.

Greeting Cards

Hallmark’s most famous product by far is its wide selection of greeting cards. Since its founding in 1910, Hallmark has become the largest manufacturer of greeting cards in the United States.

Some key facts and figures about Hallmark’s greeting card business:

  • Hallmark sells over 7 billion greeting cards per year in over 30 languages across 100 different countries.
  • Nearly 1 in 3 cards sold in the US each year is a Hallmark card.
  • Hallmark produces over 1,400 new and redesigned greeting cards per year.
  • There are over 10,000 unique Hallmark greeting cards available at any given time.

Hallmark offers greeting cards for virtually every occasion and relationship, including:

  • Birthdays
  • Anniversaries
  • Weddings
  • New babies
  • Graduations
  • Thank yous
  • Christmas
  • Valentine’s Day
  • Easter
  • Halloween
  • Sympathy
  • Friendship

Hallmark also offers specific card lines targeted at different demographics and interests, ensuring they have cards that connect with all kinds of people.


Hallmark offers a wide variety of Christmas tree ornaments that have become popular collectible items over the years. Many Hallmark ornament collectors look forward to new releases every holiday season. The ornaments showcase everything from pop culture characters to traditional Christmas designs. Some of the key ornament lines from Hallmark include:

The Keepsake Ornament line features intricate ornaments with beautiful details and designs, often with moving parts or lights. Many collectors appreciate the handcrafted quality and sentimental value of Keepsake ornaments. Popular Keepsake themes include Christmas movies like The Wizard of Oz and A Christmas Story as well as ornaments featuring Disney, Peanuts, and Star Wars characters.

The Itty Bitty line contains smaller, cute versions of the Keepsake Ornaments featuring iconic holiday characters and images. The itty bitty sizes make the ornaments easy to display throughout the home.

Hallmark also offers specialized series like the Fantasy Pin Series which imagines holidays like Halloween and Christmas with mystical fantasy twists. The Miniature Ornaments are scaled down versions of department store window displays and holiday scenes.

The wide selection and variety have contributed to the popularity of Hallmark’s ornaments. Many people enjoy starting and adding to ornament collections over the years as both holiday decor and a reminder of special memories and moments.

Gift Wrap

Hallmark’s gift wrap selection features a wide variety of designs and styles to fit any occasion or holiday. They offer everything from traditional Christmas prints with snowmen and trees, to elegant metallic wraps, to colorful and playful birthday gift wraps featuring characters like Snoopy or Disney princesses.

Some key facts about Hallmark’s gift wrap offerings:

  • They offer gift wrap for holidays like Christmas, Hanukkah, Valentine’s Day, Easter, Halloween, birthdays, baby showers, weddings and more.
  • Designs include solids, prints, foils, and even interactive/animated gift wraps.
  • Options range from traditional gift wrap sheets to gift bags, tissue paper, ribbons and bows.
  • Hallmark carries high-end signature gift wrap brands like Papyrus and Vera.
  • Eco-friendly, recyclable and recycled gift wrap options are available.
  • There are themed collections like Star Wars, Disney, comic book characters, etc.
  • Sizes range from small sheets to extra large rolls for big gifts.

With such an extensive selection, Hallmark offers gift wrap for any occasion that can suit any style or taste.

Party Supplies

Hallmark offers a wide variety of party supplies for any celebration or special occasion. From birthday parties to baby showers to weddings, Hallmark has decorations, favors, and more to make your event memorable.

For birthdays, Hallmark provides supplies like balloons, banners, invitations, hats, plates, cups, napkins, and tablecloths featuring popular characters or designs. They have specific offerings for milestone birthdays like sweet 16 or 40th parties. Hallmark also has 1st birthday and baby shower supplies like diaper cakes, onesies, and baby shower games.

For weddings, Hallmark has elegant wedding invitations, save-the-date cards, and thank you notes. They also offer decorations like cake toppers, banners, balloons, and wedding favor boxes. Their wedding supplies help engaged couples plan every detail of their special day.

In addition to birthdays and weddings, Hallmark also provides supplies for holidays like Christmas, Halloween, Valentine’s Day, Easter, 4th of July, and St. Patrick’s Day. Their holiday party wares help families decorate their homes and prepare for seasonal celebrations.

With quality paper products and decor featuring beloved characters and designs, Hallmark’s party supplies make planning any kind of celebration creative and fun.


Hallmark has been in the book publishing business since 1986 through their Hallmark Publishing division, based out of Kansas City, Missouri. They publish across a wide variety of genres including self-help, health, humor, cooking, puzzles and games, and children’s books. Some of their most popular book releases include:

  • The Chicken Soup for the Soul series – Inspirational stories and life guidance
  • Laugh-Out-Loud Jokes for Kids – Joke books for children
  • 1,000 Places to See Before You Die – Travel book and guide
  • Cake Decorating for Dummies – Instructional cake decorating book
  • Hallmark Channel Original Movies guidebooks – Companions to popular Hallmark Channel films

In addition to publishing new titles every year, Hallmark also licenses the rights to books based on their popular greeting card lines such as Maxine and Shoebox Greetings. Overall, Hallmark Publishing aims to bring the same sense of emotional connection and care that Hallmark is known for in cards to their books across genres.

Movies and Entertainment

Hallmark has had a major presence in movies and entertainment for decades. The company started producing original TV movies in the 1980s and launched the Hallmark Channel in 2001. Here’s an overview of Hallmark’s movie production and the Hallmark Channel:

Hallmark produces over 80 original romantic comedy TV movies every year under the Hallmark Channel Original Movie banner. These are family-friendly films that typically run 90 minutes. Well-known actors often star in Hallmark original movies. Some popular titles include the Christmas movie franchise featuring Candace Cameron Bure.

The Hallmark Channel features original content as well as classic family movies and shows. As of 2022, the channel reached over 80 million U.S. households. Hallmark Channel programming includes Home & Family, original scripted series, and nonfiction pet programming under the Hallmark Channel Kitten Bowl banner.

Key facts and figures:

  • Over 85 million Hallmark Channel original movies have been sold on DVD.
  • In 2021, Hallmark Channel was the #1 cable network among women 25-54 and #2 among total viewers in weekday primetime.
  • The channel airs over 500 hours of holiday programming every year.
  • Hallmark Channel original movies account for over 1,100 hours of programming annually.

With its family-oriented original movies and shows, Hallmark Channel has become a major part of the company’s brand and success over the past two decades.

Toys and Games

Hallmark is well-known for its wide variety of plush toys and games that are sold in its retail stores and online. Many of the plush toys feature beloved Hallmark characters like Maxine and the Rainbow Brite collection. Popular plush lines include Itty Bittys, FurReal Friends, and Baby Yoda. On the games side, Hallmark offers family board games, puzzles, and card games that align with its brand of heartfelt connection. Some of the most popular Hallmark toy and game lines include:

  • Itty Bittys – Plush mini versions of pop culture characters and nostalgic toys.
  • Rainbow Brite – Vintage line of magical plush characters and playsets.
  • Mahjong – Tile game sets featuring artistic Hallmark designs.
  • Puzzle collection – Puzzles ranging from 100 to 3,000 pieces showcasing Hallmark art and characters.
  • Hallmark Channel DVD Board Games – Games based on Hallmark Channel original movies.
  • FurReal Friends – Interactive plush pets that mimic real animals.

Hallmark’s toy and game offerings deliver playful fun for all ages while also promoting emotional connections. The products often tie into broader Hallmark brands and characters that consumers already know and love.

Retail Stores

Hallmark operates over 2,000 Hallmark Gold Crown stores across the United States that allow customers to browse and purchase Hallmark products in person. The stores showcase the full range of Hallmark offerings including greeting cards for every occasion, ornaments and home decor, gift wrap, party supplies, books, movies, toys, and more.

The retail stores provide a unique shopping experience focused around the Hallmark brand. Shoppers can leisurely browse racks and displays of cards and gifts while enjoying the sights, sounds, and smells that bring the Hallmark experience to life. Stores are staffed with knowledgeable team members ready to assist customers in finding the perfect card or gift.

While Hallmark Gold Crown stores are primarily located in malls and shopping centers, there are also over 400 independently owned Hallmark stores that operate under licensing agreements. This allows the Hallmark brand to reach even more communities across the United States. No matter where you live, you’re likely to find a Hallmark store nearby.


As we’ve seen, Hallmark offers a broad range of products that go far beyond just greeting cards. From ornaments and gift wrap, to movies and books, to retail stores, Hallmark has transitioned from a greeting card company into a lifestyle brand. At its core, Hallmark sells connection – the ability for people to connect with each other through thoughtful cards, gifts, and experiences. Hallmark’s brand is built around celebrations, relationships, and emotional connections. While greeting cards remain an essential part of their business, Hallmark has successfully expanded into many other products that reinforce their mission of helping people celebrate life’s special occasions. Regardless of what specific products they offer, Hallmark’s focus on building connections and celebrating milestones is central to their diverse product portfolio.

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