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About Hallmark Cards, Incorporated

As the #1 purveyor of warm fuzzies, Hallmark Cards is the Goliath of greeting cards. The company's cards, gift wrap, and related items are sold under brand names Hallmark, Shoebox, and Dayspring and can be found in more than 2,000 stores that bear the Hallmark Gold Crown name (most are independently owned) in the US, Canada, the UK, and Ireland. More than 100,000 retailers in more than 100 countries also carry Hallmark creations. Hallmark also offers electronic greeting cards, gifts, and flowers through its website. In addition to greeting cards, the company owns crayon manufacturer Crayola, about 90% of cable broadcaster Crown Media, and Kansas City's Crown Center real estate development firm. 


Hallmark Business Connections is a unit that targets businesses with products such as incentives, greeting cards, and gifts for employees and customers. The Hallmark brand can also be found on television through Crown Media, which operates cable's Hallmark Channel. Hallmark-branded programming includes Hallmark Hall of Fame original movies, a concept that debuted in 1951 during the era of fully-sponsored TV programming.

Other Hallmark subsidiaries include DaySpring Cards (Christian greeting cards and gifts), Hallmark Baby (online children's wear), Hallmark Publishing (e-books), and Hallmark Movies Now, (a streaming video service) with an audience of more than 365,000. In its hometown of Kansas City, the company's Halls LLC operates the Halls on Grand department store.

The company sells home d├ęcor and gift products through Hallmark Home and Gifts.

Hallmark holds licensing agreements with companies such as Disney, The Muppets, Pixar, Peanuts, Star Wars, and The Wizard of Oz.

Geographic Reach

Hallmark is headquartered in Kansas City, Missouri. The company publishes products in more than 30 languages and distributes in 100 countries across the globe. Outside of the US, Hallmark's subsidiaries are in Australia, Belgium, Canada, France, Germany, Japan, New Zealand, the Netherlands, and the UK. The company has manufacturing and distribution centers in Kansas, Missouri, Texas, and Illinois.

It also owns the Crown Center in Kansas City, Missouri, where its Halls on Grand department store is located.

Sales and Marketing

Hallmark sells through more than 2,000 company and independently owned Hallmark Gold Crown stores and online. It also sells through retailers, as well as specialty stores like florists, pharmacies and gift shops.


Product development has been key for its traditional card business. Hallmark has adapted to changes in technology by launching updated versions of its paper cards. The company has found success with products such as musical cards (Cards With Sound), cards with custom recorded messages (Recordable Cards With Music), and cards with animated scenes (Cards With Motion).

One of Hallmark's calling cards has been the Christmas movies shown on the Hallmark Channel and Hallmark Mysteries and More. In 2018, the channels aired nearly 40 movies starting in late October and in November and December. The movies have attracted more female viewers (aged 18-49 and 25-54) than any other cable network in the fourth quarter. The success of Hallmark's Christmas movie slate led Netflix to develop its own holiday-themed productions.

Hallmark has been experimenting with a small boutique-style store where shoppers can design, create, and personalize cards and gifts. These HMK Stores are located in Missouri, Texas, and Colorado.

Company Background

Joyce Clyde Hall and his brothers started the Hallmark company in the 1920s and built the company over the subsequent decades. Members of the founding Hall family still own two-thirds of privately held Hallmark.

Hallmark Cards, Incorporated

2501 McGee St
Kansas City, MO 64108-2600
Phone: 1 (816) 274-5111

Firm Stats

Employer Type: Privately Owned
Chairman: Donald J. Hall
President and CEO: Donald J. Hall
EVP and CFO: Jim Shay
Employees (This Location): 2,700
Employees (All Locations): 27,000

Major Office Locations

Kansas City, MO

Other Locations

Talladega, AL
Little Rock, AR
Siloam Springs, AR
Phoenix, AZ
Scottsdale, AZ
Bakersfield, CA
Brea, CA
Folsom, CA
Modesto, CA
Pleasanton, CA
Rancho Cordova, CA
San Diego, CA
San Dimas, CA
Temecula, CA
Thousand Oaks, CA
Vacaville, CA
Denver, CO
Englewood, CO
Enfield, CT
Farmington, CT
Manchester, CT
Dover, DE
Newark, DE
Wilmington, DE
Boca Raton, FL
Brandon, FL
Naples, FL
Ocoee, FL
Orange Park, FL
Orlando, FL
Sunrise, FL
Alpharetta, GA
Fayetteville, GA
Macon, GA
Marietta, GA
Honolulu, HI
Orange City, IA
Bolingbrook, IL
Chicago, IL
Gurnee, IL
Metamora, IL
Fort Wayne, IN
Mishawaka, IN
Lawrence, KS
Leavenworth, KS
Shawnee Mission, KS
Ashland, KY
Louisville, KY
Lafayette, LA
Marrero, LA
Metairie, LA
Braintree, MA
Canton, MA
Danvers, MA
Quincy, MA
Westfield, MA
Annapolis, MD
Baltimore, MD
Elkton, MD
Ellicott City, MD
Hagerstown, MD
Pasadena, MD
Salisbury, MD
Waldorf, MD
Canton, MI
Oakland, MI
Burnsville, MN
Eden Prairie, MN
Minneapolis, MN
Redwood Falls, MN
Woodbury, MN
Independence, MO
Joplin, MO
Kansas City, MO
Liberty, MO
O Fallon, MO
Brandon, MS
Jackson, MS
Oxford, MS
Burlington, NC
Hickory, NC
Mooresville, NC
New Bern, NC
Raleigh, NC
Roanoke Rapids, NC
Bismarck, ND
Fargo, ND
Bellevue, NE
Crete, NE
Concord, NH
Nashua, NH
West Lebanon, NH
Clifton, NJ
East Brunswick, NJ
Freehold, NJ
Lincoln Park, NJ
Livingston, NJ
Medford, NJ
Moorestown, NJ
Rockaway, NJ
Vineland, NJ
West Caldwell, NJ
Albuquerque, NM
Henderson, NV
Las Vegas, NV
Reno, NV
Amherst, NY
Clay, NY
East Islip, NY
Poughkeepsie, NY
Schenectady, NY
Scotia, NY
Shirley, NY
Staten Island, NY
Williamsville, NY
Yonkers, NY
Cleveland, OH
Columbus, OH
Dublin, OH
Elyria, OH
Mansfield, OH
Niles, OH
Parma, OH
Westerville, OH
Youngstown, OH
Tualatin, OR
Bethlehem, PA
Clarion, PA
Cranberry Township, PA
Du Bois, PA
Easton, PA
Fredericksburg, PA
Greensburg, PA
Harrisburg, PA
Hermitage, PA
Indiana, PA
King Of Prussia, PA
Philadelphia, PA
State College, PA
Washington, PA
West Chester, PA
Wilkes Barre, PA
York, PA
Barrington, RI
Cranston, RI
Narragansett, RI
Smithfield, RI
Memphis, TN
Allen, TX
Arlington, TX
Austin, TX
Center, TX
Fort Worth, TX
Garland, TX
Houston, TX
Humble, TX
Irving, TX
Kerrville, TX
Mckinney, TX
Pearland, TX
Plano, TX
Sachse, TX
San Antonio, TX
Sugar Land, TX
Universal City, TX
Provo, UT
Alexandria, VA
Burke, VA
Chesapeake, VA
Christiansburg, VA
Fairfax, VA
Harrisonburg, VA
Midlothian, VA
Woodbridge, VA
Federal Way, WA
Woodinville, WA
Neenah, WI
Sturgeon Bay, WI
West Bend, WI
Morgantown, WV
Mount Hope, WV
Osaka, Japan
Anjou, Canada
Aurora, Canada
Barrie, Canada
Brampton, Canada
Burlington, Canada
Calgary, Canada
Cambridge, Canada
Concord, Canada
East York, Canada
Etobicoke, Canada
Hamilton, Canada
Kitchener, Canada
Lindsay, Canada
Maple Ridge, Canada
Markham, Canada
Medicine Hat, Canada
Milton, Canada
Mississauga, Canada
Nepean, Canada
New Westminster, Canada
Niagara Falls, Canada
North York, Canada
Orangeville, Canada
Owen Sound, Canada
Pickering, Canada
Pointe-Claire, Canada
Regina, Canada
Richmond, Canada
Richmond Hill, Canada
Scarborough, Canada
South Mountain, Canada
Spruce Grove, Canada
St Catharines, Canada
Thetford Mines, Canada
Thornhill, Canada
Toronto, Canada
Victoria, Canada
Windsor, Canada
Woodbridge, Canada
Cheltenham, England
Frinton-On-Sea, England
Hornsea, England
Knutsford, England
Leek, England
Sutton Coldfield, England
Cowdenbeath, Scotland
Dumbarton, Scotland