|GHQ|NONFOODS FOR PROFIT
Two of Kansas City, Mo.-based Hallmark’s focus
areas for the GMDC
show include Hallmark
Signature brand and the
Innovation portfolio of
cards and gift-wrapping.
cards feature distinctive,
detailed and dimensional designs made of
high-quality materials. “Style serves as the inspiration for this pre-
mium brand, and each card makes a statement at shelf and in one’s
hand,” says Scott Young, vice president of strategic relationships and
business development. “Like a work of art in a museum, Hallmark
Signature now has a special place to shine. We’re offering retailers an
elevated merchandising solution that reflects the style and quality of
Signature cards and signals consumers to stop and look.” New signage
is made of rich, textured paper stock embossed with Hallmark’s logo.
Signature cards are available for everyday occasions and holidays
and will be supported by national marketing campaigns. Hallmark is
also introducing Signature for Kids and Signature ornaments in 2016.
The Innovation portfolio features greeting card and giftwrap products to inspire consumers to connect in new ways. Among the products that Hallmark will highlight include Motion-activated Light &
Sound cards that feature attachments such as wrist bands that play
music and light up when activated by motion, and Pop Up Mechanics
+ Sound, a series of card collections that feature pop-ups and paper-craft motion along with celebratory music, songs and silly sound
effects. The cards have die-cut peeks on the cover to signal something
fun to discover inside.
“Connections and relationships are essential parts of human
nature,” says Young. “Although the need to connect remains constant,
consumers are always looking for new and different ways to make that
connection. That’s where Hallmark comes in.”
More people are beginning to need non-prescription reading eyewear.
“This is a very interesting category since it continues to grow as our
population expands in the over 40 age bracket,” says Steve Liebers,
president of Select-A-Vision.
The Collegeville, Pa.-based company will introduce two products
in its Advanced Lens Technology line. A proximity-based reader has
multiple powers in one reader, allowing the customer to use the same
areas for the GMDC