Hallmark

What Hallmark does

Hallmark Cards, Inc. is a privately held, family-owned consumer products company founded in 1910 and headquartered in Kansas City, Missouri, with global operations spanning nearly 100 countries and 10,000+ employees. The company operates a diversified portfolio anchored by physical greeting cards (including sub-brands Mahogany, DaySpring, Signature, and Shoebox), Keepsake Ornaments featuring licensed franchises (Disney, Star Wars, Harry Potter, Peanuts, Marvel), home decor, gifts, gift wrap, and party supplies distributed through Gold Crown retail stores, mass wholesale partners, and the Hallmark.com e-commerce platform with the Hallmark Cards Now mobile app.

The company's revenue model combines one-time physical product sales with a recurring subscription stream via Hallmark+ (launched July 2024), which bundles streaming content with membership perks including free custom cards, unlimited eCards, and discounts. Media operations encompass the Hallmark Channel television network, original movie/series production, and emerging investments in mobile-first microdrama formats. Hallmark also wholly owns Crayola (crayons, colored pencils, markers), which operates a Philadelphia factory producing approximately 3 billion crayons annually and is expanding in the UK.

Distribution and customer engagement are layered through owned retail, mass wholesale, e-commerce, the Crown Rewards loyalty program, the Keepsake Ornament Club, experiential events (Hallmark Christmas Experience, Hallmark Stars Live multi-city tour), and large-scale brand partnerships with the Kansas City Royals, NFL, Kentucky Derby, and Royal Caribbean. In 2026, Hallmark is relocating its headquarters to enable a $3 billion mixed-use development with the Kansas City Royals featuring a new $1.9 billion ballpark at Crown Center, signaling a strategic pivot into real estate and experiential urban development.

Name

Hallmark

Legal name

Hallmark Cards, Inc.

Website

https://hallmark.com

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Hallmark is a privately held, family-owned consumer products company founded in 1910, selling greeting cards, Keepsake Ornaments, gifts, and home decor globally while operating Hallmark Channel media, Hallmark+ streaming, and the Crayola subsidiary across nearly 100 countries.

Ownership category

akta.pro rank

Product category

Greeting Cards & Gift Products

NAICS

Greeting Card Publishers (513191), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Greeting Cards (2771)

akta.pro primary industry

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

akta.pro secondary industries

Gift Wrapping & Presentation (Wrapping/Boxes/Ribbons) (HSACANAF), Branded Merchandise & Corporate Gifts (BPAFAMAA)

Keywords

• Greeting cards
• Keepsake ornaments
• Home decor gifts
• Cable television
• Streaming entertainment

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Greeting Cards: Hallmark's flagship product line includes greeting cards for all occasions (birthday, anniversary, holiday, sympathy, etc.), sold at Gold Crown stores, Hallmark.com, and wholesale partners. Cards are sold at price points of $2.99 and above, with frequent BOGO 50% off promotions driving volume.
2. Keepsake Ornaments: Annual Keepsake Ornament collections (2025 and 2026 Dream Books shown) featuring licensed characters (Disney, Star Wars, Harry Potter, Peanuts, etc.), technology ornaments (Xbox 360, Minecraft), and themed series. Products range from $6.49 miniatures to $80.99+ premium light-and-sound pieces.
3. Home & Gifts: Gift products including figurines, home decor, kitchenware, apparel, candles, gift sets, and party supplies. Includes licensed pop culture merchandise (Disney, Star Wars, Peanuts, Marvel, etc.) and brand collections (Better Together, Giving Collection, Jim Shore, Willow Tree).
4. Gift Wrap & Bags: Wrapping paper, gift bags, tissue, bows and ribbon, gift card holders, and party supplies (plates, napkins, candles, favors) for all occasions.
5. Hallmark+ Streaming Subscription: Hallmark+ is a streaming service offering Hallmark Channel movies, series, and exclusive content. Membership includes free custom greeting card monthly, 30% off select custom cards, unlimited eCards, and exclusive gifts. Content includes originals like 'Kentucky Roses,' 'All's Fair in Love & Mahjong,' and 'When Calls The Heart.'
6. Crayola (Subsidiary Brand): Crayola, a subsidiary of Hallmark Cards, generates revenue from crayons, colored pencils, and markers (40-45% of global business), along with art supplies and related products. The factory in Philadelphia produces approximately 3 billion crayons annually.
7. Hallmark Channel Media: Hallmark Channel television network generates revenue through advertising and licensing fees. The network produces holiday-themed and feel-good movies, many featuring Hallmark stars. Programming includes 'When Calls The Heart' (Season 13) and live events like 'Hallmark Stars Live' tour.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Hallmark designs, manufactures, and sells greeting cards for all occasions and relationships, Keepsake Ornaments featuring licensed entertainment franchises, home décor and gift products, gift wrap and party supplies, and custom/personalized items across its Gold Crown retail stores, Hallmark.com e-commerce platform, mobile app, and wholesale channels. The company also operates the Hallmark Channel cable television network, the Hallmark+ subscription streaming service, and the Crayola art supplies subsidiary.

Product overview

Hallmark is a diversified consumer products company operating across retail, media, and real estate businesses in nearly 100 countries. Its core portfolio includes physical greeting cards (with sub-brands Mahogany and DaySpring), Keepsake Ornaments featuring licensed pop culture franchises, home décor and gift items, gift wrap, and party supplies. The company has expanded into digital services through Hallmark+ streaming platform, the Hallmark Cards Now mobile app, and eCards. Membership programs include Crown Rewards (loyalty) and Keepsake Ornament Club. Hallmark also operates the Hallmark Channel television network and produces experiential events such as the Hallmark Christmas Experience. The company's Crayola subsidiary (art supplies) operates as a separate division.

Differentiator

Problem solved

Functional benefit

Brands

• Mahogany: Card collection featuring African-American themes and imagery
• DaySpring
• Signature
• Shoebox
• Keepsake Ornament Club
• Crayola

Products and services

• Greeting Cards Physical greeting cards for all occasions including birthdays, anniversaries, holidays, weddings, sympathy, encouragement, and love, available in card categories spanning boxed cards, photo cards, pop-up cards, and Spanish-language cards across sub-brands Mahogany, DaySpring, Shoebox, and Signature.
• Keepsake Ornaments Collectible Christmas tree ornaments featuring licensed characters from Disney, Star Wars, Harry Potter, Peanuts, Marvel, Nintendo, and other franchises, with premium pieces offering light, sound, motion, and music playback capabilities at price points from $6.49 miniatures to $80.99 premium light-and-sound models.
• Home Decor & Gifts Home décor and gift products including figurines, candles, mugs, kitchen items, pillows, blankets, and stuffed animals featuring licensed characters from Disney, Star Wars, Harry Potter, Peanuts, Marvel, and other franchises, plus brand collections including Better Together, Willow Tree, Giving Collection, and Jim Shore.
• Gift Wrap & Bags Wrapping paper, gift bags, tissue paper, gift boxes, bows, ribbon, and gift card holders sold across various occasions and holidays.
• Party Supplies Disposable party essentials including plates, napkins, candles, and party favors for celebrations and events.
• eCards Electronic greeting cards delivered via email or text, including Hallmark Stars eCards featuring network talent; offering unlimited eCards is a Hallmark+ membership benefit.
• Hallmark+ Streaming Service Subscription streaming service offering Hallmark Channel original movies, series, and exclusive content including 'When Calls The Heart,' 'Kentucky Roses,' and 'All's Fair in Love & Mahjong,' with bundled perks including a free custom greeting card monthly, 30% off select custom cards, unlimited eCards, and exclusive gifts.
• Hallmark Cards Now Mobile App Mobile application for iPhone and Android enabling Crown Rewards access, creation and delivery of personalized cards by mail, text, or email.
• Hallmark Channel Television Network Cable and streaming television network featuring Hallmark's original holiday and romance movies and series, including 'When Calls The Heart' (Season 13) and other family-friendly programming produced through the Hallmark Media division.
• Crayola Art Supplies Crayons, colored pencils, markers, and art supplies manufactured by Crayola, a wholly owned subsidiary of Hallmark Cards, produced at the Philadelphia factory at a rate of approximately 3 billion crayons annually and sold through mass retail and specialty stores globally.
• Keepsake Ornament Club Annual paid membership offering exclusive ornaments, early access to ornament release events, members-only perks, and the Keepsake Dream Box with exclusive content for collectors of Hallmark Keepsake Ornaments.

Quantifiable outcome

• More than 72 million Father's Day cards exchanged annually in the US, making it the fourth-largest card-sending holiday.
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor, flagship and core.

• Balsam HillminorGTM or Marketing Partner · 12 May 2026Balsam Hill serves as a brand partner for the third annual Hallmark Christmas Experience returning to Kansas City for the 2026 holiday season. The event runs four weekends from Thanksgiving through Christmas at Crown Center Square.
• Spoonful of ComfortminorGTM or Marketing Partner · 12 May 2026Spoonful of Comfort serves as a brand partner for the third annual Hallmark Christmas Experience returning to Kansas City for the 2026 holiday season at Crown Center Square.
• Churchill Downs Racetrack (Kentucky Derby 152)minorGTM or Marketing Partner · 23 April 2026Hallmark participated in brand activations at the 152nd Kentucky Derby on May 2, 2026, in Louisville, Kentucky. The event featured brand partners across beauty, food and beverage, and technology categories with experiential activations throughout Derby Weekend.
• Kansas City RoyalsflagshipStrategic or Co-development Partner · 22 April 2026Hallmark partnered with the Kansas City Royals for a $3 billion mixed-use development centered around a new $1.9 billion ballpark at Crown Center. The development covers 85 acres and is projected to create over 20,000 jobs. Two-thirds of funding comes from private sources and one-third from public partners including state bonds. Hallmark will relocate its headquarters to make room for the project. Groundbreaking expected in 2027, with opening by Opening Day 2030.
• Miss MahjongminorGTM or Marketing Partner · 7 April 2026Hallmark Channel partnered with Miss Mahjong to release an exclusive mahjong tiles, mat, and tile storage gift set available at Hallmark.com and MissMahjong.com starting early May 2026, in connection with the premiere of 'All's Fair in Love & Mahjong' on May 9.
• Gershwin EntertainmentcoreStrategic or Co-development Partner · 24 March 2026Hallmark and Gershwin Entertainment co-produced the Hallmark Stars Live multi-city tour featuring popular Hallmark Channel stars. The two-week tour visits 10 U.S. cities between July 22 and August 2, 2026, featuring 90-minute interactive events with behind-the-scenes stories, audience Q&A, and fan interactions.
• MichaelsminorGTM or Marketing Partner · 24 March 2026Michaels served as the presenting partner for the Hallmark Stars Live tour, a multi-city fan experience featuring Hallmark Channel stars across 10 U.S. cities from July 22 to August 2, 2026.
• Hallmark Channel (Vertical Drama / Microdramas)minorStrategic or Co-development Partner · 13 March 2026Hallmark Channel is investing in vertical drama (microdramas) — mobile-first short-form content. Hallmark is listed among Hollywood studios including Disney, Fox, Paramount, Lionsgate actively investing in the format. Production costs range from $100,000-$300,000 per series compared to traditional television budgets.
• Mattel (Barbie 25th Anniversary)minorGTM or Marketing Partner · 10 February 2026Hallmark is listed as a collaborator in Mattel's year-long celebration marking the 25th anniversary of 'Barbie in the Nutcracker.' Hallmark is among partners including Loungefly and Funko releasing commemorative products in 2026.
• Prime VideominorStrategic or Co-development Partner · 25 June 2025Hallmark participated in Prime Video's Engage 2025 event on June 25 at the Culver Theater in Culver City, California, as part of a media partner group including Apple, BBC Studios, Globo, Lionsgate Entertainment, PBS, SkyShowtime, Sony Pictures Entertainment, and Warner Bros. Discovery.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• 1-800-Flowers: 1-800-Flowers.com sells flowers, gifts, and personalized keepsakes for occasions including birthdays, anniversaries, sympathy, and holidays. It competes with Hallmark in the occasion-based gifting category, particularly through its personalization and gifting collections.
• Shutterfly: Shutterfly operates a personalized cards, photo gifts, and stationery platform that competes directly with Hallmark's customized cards and personalized product lines. Both companies monetize the same occasion-driven gifting occasions (birthdays, holidays, weddings) with made-to-order physical products.
• Funko: Funko produces licensed pop-culture collectibles and figurines (Pop! Vinyls) featuring Disney, Marvel, Star Wars, and similar franchises. Funko overlaps directly with Hallmark's Keepsake Ornaments and licensed-character home decor in targeting fandom-driven collector purchases.
• American Greetings: American Greetings is the largest direct competitor to Hallmark in the greeting cards industry, offering a comparable product portfolio of physical cards, gift wrap, and party goods across retail and wholesale channels, including licensed character products. As a similarly private, multi-generational card company, it is the closest 1:1 peer to Hallmark.
• Lifetime / A+E Networks: Lifetime is the closest direct competitor to the Hallmark Channel in the women's-targeted, holiday-and-romance original-movie category. Both networks compete for the same audience of feel-good, family-friendly, and seasonal content viewers, and Lifetime Press publishes complementary card-adjacent media.
• Papyrus (Schurman Fine Papers): Papyrus is a specialty greeting card and stationery retailer known for premium paper products and upscale designs. It competes directly with Hallmark's Signature sub-brand in the higher-end card segment through both physical retail and e-commerce channels.
• Enesco (Enesco LLC): Enesco produces licensed figurines (notably the Jim Shore Disney Traditions line) and home giftware, overlapping directly with Hallmark's Willow Tree, Jim Shore, and Disney-licensed ornament collections. Both compete in the licensed character home-decor and collectibles category.

Broad incumbents

• Disney (Walt Disney Company): Disney operates a global content and streaming platform (Disney+) and is also one of Hallmark's largest licensors for character-based products. As both a media peer competing for streaming mindshare and an IP licensor, Disney is broadly comparable across Hallmark's media and consumer-products verticals.
• Mattel: Mattel is a licensor and direct product collaborator with Hallmark on Barbie anniversary merchandise and similar franchise products. It also represents a broad incumbent competitor in the licensed-character toys, collectibles, and entertainment space that Hallmark's Keepsake Ornament line intersects.

Emerging players

• Etsy: Etsy's marketplace for handmade and personalized greeting cards, gift wrap, ornaments, and party supplies overlaps with Hallmark's broader gift and personalized product portfolio. Etsy represents the long-tail, individualized alternative to Hallmark's mass-produced, brand-licensed products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Hallmark
• Facebookfacebook.com/Hallmark
• LinkedInlinkedin.com/company/hallmark-cards

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hallmark