“Hallmark has always been about helping people share what’s in their hearts with those they love, and our mission includes all people. We want to continue to help people connect with each other in the ways that are most meaningful and relevant to them,” said Lindsey Roy, chief marketing officer for Hallmark Greetings. “For more than a hundred years, Hallmark has listened carefully to our customers to understand their relationship needs, and today is no different. As the world changes, our cards are also changing to help as many people as possible experience the power of a card in ways that are unique and relevant to their cultures.”
The company said the Eight Bamboo and Golden Thread collections reflect the beauty and symbolism of the Chinese and Indian cultures, respectively, with cards recognizing Chinese and Indian celebrations and holidays such as Lunar New Year and Diwali, and culturally significant moments such as baby’s 100th day and first birthday. The cards feature designs with embellishments such as glitter, gems and cut-outs.
Uplifted, the company said, is a new collection within Hallmark Mahogany, celebrating the beauty of black womanhood and female empowerment. Uplifted’s designs and editorial highlight “a resilient past, an empowered present and a radiant future.”
Love Ya Mucho is a new collection within Hallmark Vida, featuring casual and contemporary designs mixed with positive, conversational and simply stated messages with relevance to Latinxs. “The collection features English cards with Spanish words and/or design elements that hold strong cultural meaning, ideal for those who flow seamlessly between English and Spanish, or who speak predominantly English but connect deeply with their Latino culture and lifestyle,” the company stated.