Up With Paper
Up With Paper is a privately held manufacturer founded in 1978 that designs premium pop-up greeting cards and pop-up books, serving specialty gift retailers, bookstores, and individual consumers worldwide through e-commerce, wholesale distribution, and licensing to Marvel and Disney.
- Company typePrivate
- Founded1978
- HeadquartersMason, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Up With Paper does
Up With Paper is a privately held, Ohio-based manufacturer founded in 1978 (originally as PopShots, Inc.) that designs and produces premium pop-up greeting cards and pop-up books. The company sells to two distinct customer bases: individual consumers through its DTC e-commerce site (upwithpaper.com) and a long-tail network of thousands of specialty gift shops, stationery stores, and bookstores globally through a B2B wholesale portal (wholesale.upwithpaper.com) and 15+ regional distributors across North America, Europe, Asia-Pacific, and the Middle East. Its product portfolio spans core lines (Treasures, Panoramics, Delighted Shadowbox Cards with push-button light effects, Sight 'n Sound with integrated audio, Trinkets, Open Sesame!, and patented Pop-Up Snow Globe Greetings), the UWP Luxe boutique brand, and the Jumping Jack Press pop-up book imprint, which publishes both original titles and licensed content from Marvel Comics and Disney Publishing.
The company's technical foundation is paper engineering rather than software: it holds two patents (a card locking mechanism incorporated on all designs since 2017 and Pop-Up Snow Globe Greetings), and has won 55+ LOUIE awards from the International Greeting Card Association including Card of the Year in 2005, plus multiple Moonbeam Awards for Best Pop-Up Children's Book. Individual card prices range from $4.49 to $11.99 and pop-up books from $9.99 to $29.99 at retail; wholesale terms require a $200 minimum opening order and $100 minimum reorders with Net 30 payment, and a 2026 new-customer promo offers 10% off plus free freight over $400. Revenue derives from three streams: direct consumer e-commerce sales, wholesale distribution, and licensing royalties from Marvel and Disney Publishing. Distribution operates through a dedicated wholesale portal, the Faire marketplace, and exclusive or regional international distributors (Noel Tatt in the UK, Henderson Greetings in Australia, Paper E. Clips in Canada, and others across Europe and Asia).
Up With Paper firmographics
Firmographics- Name
- Up With Paper
- Legal name
- Up With Paper
- Website
- https://upwithpaper.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Up With Paper is a privately held manufacturer founded in 1978 that designs premium pop-up greeting cards and pop-up books, serving specialty gift retailers, bookstores, and individual consumers worldwide through e-commerce, wholesale distribution, and licensing to Marvel and Disney.
- Ownership category
- akta.pro rank
Up With Paper industry classification
Industry- Product category
- Pop-up Greeting Cards
- NAICS
- Greeting Card Publishers (513191), Gift, Novelty, and Souvenir Retailers (45942)
- SIC
- Greeting Cards (2771)
- akta.pro primary industry
- Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)
- akta.pro secondary industries
- Greeting Cards, Gift Wrap & Party Paper Goods Distribution (CRAOALAJ), Novelty & Humor Gifts Retail (CRALAJAB), Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.) (CRALAGAK)
Keywords
Where Up With Paper is headquartered
LocationHeadquarters
- HQ city
- Mason
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Up With Paper business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Consumer Sales: E-commerce sales of greeting cards, pop-up books, and stationery directly to consumers through upwithpaper.com website. Individual card prices range from $4.49 to $11.99, pop-up books from $9.99 to $24.99.
- Wholesale Distribution: Bulk wholesale sales to retailers and gift shops through wholesale.upwithpaper.com, with minimum opening orders of $200 and Net 30 payment terms for approved accounts. New customers receive 10% off and free freight on opening orders over $400.
- Licensing Royalties: Licensing agreements for intellectual property including Marvel Comics and Disney Publishing for pop-up books, generating royalty income from licensed titles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wholesale Bulk Orders |
| Unit Pricing | Pay-as-you-go | Individual Greeting Cards |
| Unit Pricing | Pay-as-you-go | Pop-Up Books |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Up With Paper product offering
Product offeringCore offering
Up With Paper designs, manufactures, and distributes three-dimensional pop-up greeting cards across multiple proprietary product lines, including Treasures, Panoramics, Delighted Shadowbox Cards, Sight 'n Sound, Trinkets, Open Sesame!, Pop-Up Snow Globe Greetings, and the UWP Luxe boutique artisan line. Through its Jumping Jack Press imprint, the company also publishes award-winning pop-up children's books, including licensed titles from Marvel Comics and Disney Publishing. Products are sold both direct-to-consumer via upwithpaper.com and wholesale to specialty retailers domestically and internationally.
Product overview
Up With Paper is the original pop-up greeting card company, founded in 1978, offering a diverse portfolio of innovative paper products. The company operates primarily through two distinct sub-brands: the main Up With Paper line featuring core pop-up card collections (Treasures, Panoramics, Delighted Shadowbox Cards, Sight 'n Sound, Trinkets, Open Sesame!, Pop-Up Snow Globe Greetings, and Gift Card Holders), and the UWP Luxe boutique collection (Dear Alchemy, Pure Alchemy, Layers Greetings, and Paper Artisan Series). The company also operates Jumping Jack Press as its pop-up book imprint, producing award-winning children's pop-up books including licensed titles from Marvel and Disney/Pixar. Product lines incorporate various interactive mechanisms including pull-tabs, push-button light effects, sound clips, die-cut interactive elements, and patented card locking mechanisms. Additional offerings include DIY craft kits, jumbo pop-up cards, boxed notes, and seasonal wholesale programs. The company is headquartered in Mason, Ohio with a creative studio in New Haven, Connecticut, and distributes globally through wholesale channels and international distributors.
Differentiator
Problem solved
Functional benefit
Brands
- UWP Luxe: Boutique greeting card brand featuring elaborately foiled pop-ups, hand-crafted cards, boxed sets, and desktop accessories
- Jumping Jack Press
- Treasures
- Panoramics
- Delighted Shadowbox Cards
- Sight 'n Sound
- Pop-Up Snow Globe Greetings
- Trinkets
- Open Sesame!
- Dear Alchemy
- Pure Alchemy
- Layers Greetings
- Paper Artisan Series
Products and services
- Treasures Pop-Up Greeting Cards Square-format pop-up greeting cards combining colorful artwork with three-dimensional pop-up elements. Feature patented card locking mechanism for display purposes. Available for birthdays, holidays, and celebrations.
- Panoramics Pop-Up Greeting Cards Horizontal-format greeting cards showcasing festive pop-up scenes. Feature pull-tabs that make pop-up elements move and animate when opened.
- Delighted Shadowbox Cards Shadowbox-style pop-up cards featuring push-button light effects. First greeting card line to incorporate light effects, creating illuminated three-dimensional displays.
- Sight 'n Sound Pop-Up Cards Pop-up greeting cards with integrated sound clips that play audio when opened, combining visual pop-up effects with auditory elements for an interactive experience.
- Trinkets Gift Enclosure Cards Compact gift enclosure cards designed to accompany gifts, featuring miniature pop-up elements and decorative artwork. Priced from $4.49.
- Open Sesame! Pop-Up Cards Pop-up greeting cards with door-reveal mechanics that open to reveal hidden scenes and three-dimensional elements with a surprise-opening effect.
- Pop-Up Snow Globe Greetings Patented snow globe-style pop-up cards featuring three-dimensional globe elements with winter and holiday scenes. Up With Paper's patented technology for snow globe effects in greeting card format.
- Gift Card Holders Pop-up cards that incorporate gift card holders, combining the visual appeal of pop-up cards with practical gift card presentation functionality.
- Birth Flower Collection Greeting cards featuring botanical illustrations of birth month flowers, with each card corresponding to a specific birth month with appropriate floral designs.
- UWP Luxe Boutique Greeting Cards Boutique greeting card brand featuring elaborately foiled pop-ups and hand-crafted details. Products include greeting cards, boxed sets, and desktop accessories created by artisans with hand-crafted finishing.
- Jumping Jack Press Pop-Up Books Pop-up book imprint of Up With Paper publishing award-winning children's pop-up books including licensed Marvel Comics and Disney/Pixar titles such as Toy Story and Marvel Super Heroes vs. Villains. Multiple Moonbeam Award winner.
- Toy Story: An Interactive Pop-Up Book First licensed pop-up book title from Disney Publishing under Jumping Jack Press. Features punch-out stand-ups of Toy Story characters and artwork from all three Disney/Pixar Toy Story movies. 13-inch wide, 10-inch tall, $24.99 SRP.
- Marvel Super Heroes vs. Villains Pop-Up Book First Marvel Comics pop-up book title from Jumping Jack Press featuring original artwork by top comic book creators in a nine-inch square, eight-spread format. Suggested retail price $29.99.
- DIY Paper Craft Kits Paper craft kits for DIY assembly including Botanical Greenhouse Dome, Aviary Garden Dome, Butterfly Curio Frame, and Floral Herbarium Frame. Include assembled display models and craft components.
- Jumbo Pop-Up Cards Extra-large format pop-up cards for special occasions including XL Valentine cards and XL Christmas cards featuring oversized pop-up elements.
- Dear Alchemy Collection Petite greeting cards featuring die-cut interactive elements with pull-and-rotate tab mechanics for interactive reveal effects. Part of the UWP Luxe boutique line.
- Pure Alchemy Collection Everyday and Christmas greeting card collection under UWP Luxe featuring intricate designs and premium materials. Includes both everyday and seasonal holiday cards.
- Layers Greetings 3D layered greeting cards creating depth and dimension through stacked paper layers with intricate cut-out designs for dimensional visual effects. Part of UWP Luxe boutique line.
- Paper Artisan Series Premium greeting card collection featuring artisan-designed cards with elaborate botanical and artistic illustrations, part of UWP Luxe boutique line.
- Boxed Notes Boxed sets of mini greeting cards for casual correspondence, featuring various designs including seasonal and everyday themes in compact format.
Quantifiable outcome
- 5 consecutive Moonbeam awards (Gold 2007, Silver 2008, Gold 2009, Gold 2011, Gold 2018, Gold 2019)
Companies that use Up With Paper
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Up With Paper technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Up With Paper partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and regional.
- Noel TattcoreExclusive distribution agreement in the UK as of February 1, 2019. Launch at Spring Fair with bestselling Everyday Treasures Pop-Up Greeting Cards, Panoramics Pop-Up Greeting Cards, and patented Pop-Up Snow Globe Greetings now available to Noel Tatt customers.
- VookscoreLicensing agreement with Vooks streaming platform for animated storybooks to animate selected titles from Jumping Jack Press pop-up books. Initial title Halloween at the Zoo launched October 2019, followed by animated version of The Mitten.
- Henderson GreetingscoreExclusive distributor for Australia located at 127-141 Monash Drive, Dandenong South, Victoria 3175
- Paper E. ClipscoreDistributor for Canada located at 132 Railside Road, Unit 5, North York, ON, Canada M3A 1A3
- Hotovy Initerier, S.R.O.regionalDistributor for Czech Republic located at Sokolovská 371 180 00 Praha 8-Palmovka, Czech Republic
- Det Gamle Apotek EngrosregionalDistributor for Denmark, Norway, and Sweden located at Hydrovej 5, DK-6270 Tonder, Denmark
- Popshots StudiosregionalDistributor for Germany located at Berliner Str 15, 28203 Bremen, Germany
- Princeton Gift GalleryregionalDistributor for Hong Kong located at Hing Yip Commercial Centre, Room 1204 272-284 Des Voeux Rd, Central, Hong Kong
- ProTouch ComputersregionalDistributor for Kuwait located at Abdullah Alahmad St, Midenz Bldg, 5th Fl, Office #17, Sharq, 15300
- Ohh DeercoreDistributor for United Kingdom located at 3rd Floor, The Old Art College, 12 Frederick Street, Loughborough, LE11 3BJ
- Bounce Sales & Marketing LTDcoreBooks-only distributor for UK and Taiwan located at 320 City Rd, The Angel, London EC1V 2NZ, United Kingdom
- Decadence Netherlands BVregionalDistributor for The Netherlands and Belgium located at Postbus 567, NL-6040 AN Roermond, Holland
- SydorregionalDistributor for Poland located at Uniwersytecka 38/40 lok.32, 90-233 Łódź
- IngramcoreGlobal books-only distributor located at 1 Ingram Blvd, La Vergne, TN 37086
- VevokeregionalDistributor for Australia and New Zealand located at 1/32-34 Dickson Ave, Artarmon NSW 2064, Australia
- RF DistributionregionalDistributor for Italy located at Uffici e Logistica, Piazza IV Novembre 11, 60021 Camerano (AN)
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Up With Paper competitors and assessment
Company assessmentDirect peers
- Lovepop: Lovepop designs and distributes 3D/pop-up greeting cards through DTC e-commerce and wholesale to specialty retailers; directly comparable in product format (three-dimensional cards) and channels (B2C + gift shop wholesale).
- Rifle Paper Co. Premium, design-led greeting card and stationery brand sold DTC online and through boutique gift retailers; comparable as a premium-priced, design-forward card maker occupying the same specialty-gift shelf space as Up With Paper.
- Papyrus (Recycled Paper Greetings): Operates the Papyrus brand of premium greeting cards, stationery, and gift products sold through specialty retail and DTC; comparable as a premium-priced card maker specializing in upscale, design-forward cards.
- Design Design: Specialty greeting card publisher representing design-driven brands (including Pop Up cards) into wholesale gift, stationery, and boutique retail channels; directly comparable as a specialty/pop-up card wholesaler to the same retailer type.
Broad incumbents
- Hallmark Cards: The largest greeting card manufacturer in the US, with mass-market and premium lines plus branded retail; overlaps on the same end-occasion use cases and wholesale retail customers but at vastly broader scale and a mass-market price tier.
- American Greetings: Major mass-market greeting card publisher and wholesaler serving nearly every US drug, grocery, and mass retailer; competes for the same shelf space and consumer occasion use cases as Up With Paper but at a commoditized price tier.
- Chronicle Books: Independent book publisher with significant specialty/gift book and novelty kids' (including pop-up) catalog; comparable to Jumping Jack Press as a publisher of design-forward, gift-channel book titles at similar SRPs.
- The Quarto Group: Global illustrated book publisher with children's and gift titles including pop-ups and novelty formats; comparable to Jumping Jack Press on licensed and original pop-up children's books sold through book and gift channels.
Others
- Paper Source (part of TPH): Specialty stationery and greeting card retailer, including pop-up and premium cards from third-party brands like Up With Paper; comparable as a major retail channel for premium and pop-up cards, and a competitive retailer for the same end shopper.
Emerging players
- Quilling Card: Premium, hand-crafted dimensional greeting card maker (quilled and pop-up) sold DTC and through gift wholesalers; comparable as a higher-end, dimensional/pop-up competitor targeting the same premium gifting occasions and specialty retailers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Up With Paper social profiles
Digital presenceUp With Paper financial estimates
Financial estimateRevenue estimate
Valuation estimate
Up With Paper leadership team
Management profileNumber of profiles
Profiles2 records
Up With Paper subsidiaries and ownership
Company hierarchySubsidiaries2 records
Up With Paper funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Up With Paper M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Up With Paper
What does Up With Paper do?
Up With Paper designs, manufactures, and distributes three-dimensional pop-up greeting cards across multiple proprietary product lines, including Treasures, Panoramics, Delighted Shadowbox Cards, Sight 'n Sound, Trinkets, Open Sesame!, Pop-Up Snow Globe Greetings, and the UWP Luxe boutique artisan line. Through its Jumping Jack Press imprint, the company also publishes award-winning pop-up children's books, including licensed titles from Marvel Comics and Disney Publishing. Products are sold both direct-to-consumer via upwithpaper.com and wholesale to specialty retailers domestically and internationally.
Is Up With Paper a public or private company?
Up With Paper is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Up With Paper founded?
Up With Paper was founded in 1978. It employs 11 to 50 people.
Where is Up With Paper based?
Up With Paper is headquartered in Mason, United States, in the North America region.
How does Up With Paper make money?
Three revenue lines are on record. Direct Consumer Sales are the primary driver. The others are wholesale Distribution and licensing Royalties.
Who are Up With Paper's main competitors?
Direct peers on record are Lovepop, Rifle Paper Co., Papyrus (Recycled Paper Greetings) and Design Design. Broad incumbents are Hallmark Cards, American Greetings, Chronicle Books and The Quarto Group. Paper Source (part of TPH) is listed as an others. Quilling Card is listed as an emerging player.
Does Up With Paper have an API?
No public API is recorded for Up With Paper.
What industry is Up With Paper in?
Up With Paper's product category is Pop-up Greeting Cards. Its primary akta.pro industry code is CRALAJAE, Greeting Cards, Wrap & Party Supplies Retail, with a secondary code of CRAOALAJ, Greeting Cards, Gift Wrap & Party Paper Goods Distribution. Its NAICS code is 513191 and its SIC code is 2771.