Source: License Global

Earthbound Brands, in partnership with Hallmark, is expanding the Hallmark brand into a diverse range of product categories through a growing portfolio of 20 licensing partners. 

For more than a century, Hallmark has helped people celebrate life’s most meaningful moments through their products, programming, and brand experiences.  

Now, the emotional connection that has marked Hallmark for generations is helping bring Hallmark into new product categories, new retailers and more everyday moments. 

Through this partnership, Earthbound Brands has expanded the Hallmark licensing program to include 20 licensing partners across home décor, gifts, apparel, jewelry, pet products, partyware and other lifestyle categories. The program reached major retailers nationwide including T.J. Maxx, Michaels, Target, Walmart, Kohl‘s, Amazon and Dollar General stores under Simply For You by Hallmark. 

While Hallmark has long been synonymous with holiday celebrations, today’s licensing strategy is focused on expanding the brand’s presence among everyday celebration moments. 

The program is building a cohesive lifestyle portfolio that allows consumers to experience the Hallmark brand throughout the year from decorating a home and celebrating milestones, to gifting, entertaining, and everyday living. 

Now, Hallmark’s growing portfolio includes: 

Earthbound Brands works alongside Hallmark and its licensing partners to transform the brand’s unique artwork, patterns and creative assets into thoughtfully designed consumer products. Together, the teams have explored archival Hallmark designs, drawing from decades of illustrations to inspire collections spanning home décor, partyware, gifts and more. 

From establishing category-specific creative direction to developing comprehensive style guides, the teams have created a cohesive design system that allows Hallmark’s distinctive visual identity to translate seamlessly across a growing portfolio of licensed products while remaining authentic to each category. 

“One of the most rewarding parts of the process was finding inspiration from archival Hallmark designs and discovering new ways to bring those beloved illustrations and design elements to life,” said Lisa Coffey, Executive Vice President of Earthbound Brands. “Every collection was an opportunity to honor the brand’s heritage while creating products that feel fresh, relevant and unmistakably Hallmark.” 

Through a combination of creative strategy, product design, and licensing, the program continues to introduce new ways for consumers to experience the Hallmark brand. 

By the end of the year, Hallmark’s licensed programs will be available in more than 30,000 retail doors nationwide, including Michaels, Dollar General, and TJX stores.