O N based on the hit November 2016 film, and will have products all year
long. Star Wars continues to stay relevant with its new film franchise
and cultivation of fans across all age groups. We also have significant
opportunities to support retailers as they prepare for big in-store initiatives surrounding the expected 2017 blockbusters, including Despicable
Me 3, Cars 3, Spider-Man, Justice League and Star Wars Ep. 8.”
American Greetings also has a full slate of licensed characters hit-
ting the shelves.
“The magic of Disney, the rich storytelling of Pixar, the galactic fun
of Star Wars and the action-packed thrills of Marvel are now captured
in greeting cards that make the American Greetings card aisle the destination for epic celebrations,” Baucco says.
“Brand new cards with beloved characters like Mickey Mouse,
Cinderella, Buzz Lightyear, Marvel’s Avengers and even Darth Vader
will help consumers celebrate most occasions throughout the year.
Whether someone’s wishing upon a star or obsessed with Chewbacca
or Spider-Man, card senders can make life’s special moments even
more personal with their favorite characters,” she says.
Those cards might be the ones that reach out to Millennials.
“Studies we have done in the industry show that young people are
buying cards,” LLansó says. “Young people are definitely communicat-
ing with social media a lot more than Baby Boomers, but we’ve found
that those Millennials actually are buying and spent more money on
greeting cards last year than the Baby Boomers. However, they are buy-
ing them in different places and buying cards that speak to them and
are more authentic to their needs. In a way, social media can remind
people to send cards.”
LLansó suggests retailers capitalize on the “local movement” that is
sweeping the grocery and perishables aisles by stocking locally-pro-
duced greeting cards.
“Just like grocery stores will buy more locally-grown products,
retailers can get cards from a publisher that is local,” he says. “A lot of
regional supermarkets are putting in local cards. If you are a supermarket in Central Massachusetts, for example, you might have cards
from a local photographer or local artist that will be appealing to the
people who shop at your supermarket.”