Earthbound Brands and Hallmark Make Spirits Bright with New Holiday Licensing Program

Source: License Global

Hallmark, the brand that has come to define the magic and meaning of the holiday season, is expanding its footprint through the launch of its holiday licensing program, in partnership with Earthbound Brands, Hallmark’s exclusive licensing agency. 

The program brings Hallmark’s beloved holiday artwork into fresh product categories, ranging from seasonal home décor, stationery and celebrations to baby and pet products. 

“We’re incredibly excited to partner with Hallmark to bring their holiday magic to life in new ways,” said Jeff Cohen, CEO of Earthbound Brands. “Consumers have such a deep, emotional connection to the brand— from the cards they exchange to the movies they watch together. This program extends that warmth and joy into even more touchpoints, helping people make memories in every aspect of their lives.” 

The program launched with a new home collection featuring festive bedding, cozy throws, and novelty pillows now available at retailers nationwide including Target, Amazon and HomeGoods. 

Shortly after, the program expanded into additional categories— including candles, apparel and accessories, novelty jewelry, confections, and paper partyware— each infused with the colors, patterns, and storytelling that define Hallmark’s timeless holiday charm. These collections are available across mass retailers such as Walmart, off-price stores, and Hallmark Gold Crown Stores nationwide. 

“Hallmark sparks connection, warmth and joy” said Stacey Howe, Senior Vice President, Licensing & Business Development at Hallmark. “Partnering with Earthbound Brands helps us translate our promise into thoughtfully designed licensed products that meet fans where they already are, across categories and retailers, just in time for the holidays.” 

Beyond the season, Earthbound Brands and Hallmark will continue to expand the program into “everyday” collections that celebrate life’s moments all year-round.