Hallmark Cards, privately owned and headquartered in Kansas City, Missouri, US, was founded in 1910 and operates with approximately 14,900 employees as a diversified retail company with global operations. The company's main product focus is retail, encompassing a wide portfolio of businesses. Its Hallmark Global business sells greeting cards, gift wrap, and related products in over 30 languages, distributed in nearly 100 countries and 100,000 rooftops worldwide, including a network of company-owned and independently-owned Hallmark Gold Crown stores in five countries. Additionally, Hallmark operates Crayola, offering art materials and creative play toys. Its Hallmark Media division operates three cable channels—Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark Drama—alongside Hallmark Publishing, which publishes eBooks, audiobooks, and print editions, and Hallmark Movies Now, a subscription-based streaming service. The company also manages Crown Center, a real estate development company responsible for an 85-acre hotel, office, entertainment, and residential campus surrounding its headquarters.

Revenue

Founded

1910

Headcount

17,278

Headquarters

United States

Primary Segment

Retail

Ownership

Privately Owned

News Summary:

On September 29, 2026, Hallmark expanded its longstanding Disney relationship with a new holiday collection, inspired by the upcoming Hallmark Channel original movie *Holiday Ever After: A Disney World Wish Come True*, filmed at Walt Disney World Resort. This followed news from September 28, when Hallmark announced an expansion of its licensed lifestyle push, introducing the 'Simply For You by Hallmark' program in partnership with Earthbound Brands. This initiative aims to transition the brand beyond a holiday-only role by transforming its visual archive into everyday products, part of a broader strategy to grow its licensing program to 20 partners across various lifestyle categories, including home decor, apparel, and pet products. Earlier, on September 18, Dollar General began rolling out an exclusive 'Simply for You by Hallmark Holiday 2026 Collection' of over 30 items for decorating and gifting, available starting September 20.
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