HALLMARK HOPING TO REACH CRITICAL MASS WITH ITS NEW BRAND OF GREETING CARDS

KANSAS CITY, Mo. - Some supermarket chains may begin merchandising a new brand of greeting cards with the Hallmark name on the back beginning next year.The brand, Expressions from Hallmark, was announced here late last month. It is Hallmark's first new brand in 37 years, and represents an important strategy shift by the company in allowing the Hallmark name, the flagship brand for the many specialty

KANSAS CITY, Mo. - Some supermarket chains may begin merchandising a new brand of greeting cards with the Hallmark name on the back beginning next year.

The brand, Expressions from Hallmark, was announced here late last month. It is Hallmark's first new brand in 37 years, and represents an important strategy shift by the company in allowing the Hallmark name, the flagship brand for the many specialty retailers, to be sold in mass-merchandise outlets.

"It's a huge overriding st

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