La VIDA Loca
To help meet the ever-evolving needs of Hispanic consumers,
Hallmark is transitioning its existing Spanish-language greetings line
to a new lifestyle brand called Hallmark VIDA. VIDA, which translates to “life,” will include products and services that help people celebrate occasions both big and small, connect with friends and family,
and help cultivate traditions that are Hispanic.
VIDA will address the needs of Spanish-speaking, bilingual and
primarily English-speaking Hispanics in the U.S. by offering products in both Spanish and English. The available products will include
greeting cards, ornaments, home décor and gifts and gift presentation items for both everyday occasions as well as key seasons like
Valentine’s Day, Mother’s Day and Christmas.
“We recognize the importance of family, celebration and optimism
in the Hispanic culture,” says Carlos Ayala, multicultural leader at
The Hallmark VIDA brand name has been registered around
the world, including in the 17 Spanish-speaking countries that
Hallmark already does business in, building the foundation for future
“We’re extremely excited to expand Hallmark’s current Hispanic
offering to better reflect world views,” says Ayala. “We intend for
Hallmark VIDA to be a global brand by honoring cultural heritage
in our products and solutions in meaningful and authentic ways and
that speaks to our consumers, regardless of one’s country of origin.”
For more information, visit hallmark.com.
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