Hallmark Launches Four New Multicultural Card Lines
Hallmark, Inc., on Monday, July 15th, announced on their website that they are launching new multicultural card lines to celebrate Chinese, Indian, African American and Latino cultures.
On the website statement the company states,
Hallmark is continuing to give people even more ways to emotionally connect with others through four brand new multicultural card lines celebrating Chinese, Indian, African American and Latino cultures. Hallmark’s four newest collections – Eight Bamboo, Golden Thread, Uplifted and Love Ya Mucho – are now available where Hallmark cards are sold and on Hallmark.com.
Lindsey Roy, chief marketing officer for Hallmark Greetings discusses the decision in the press release. She comments:
Hallmark has always been about helping people share what’s in their hearts with those they love, and our mission includes all people. We want to continue to help people connect with each other in the ways that are most meaningful and relevant to them. For more than a hundred years, Hallmark has listened carefully to our customers to understand their relationship needs, and today is no different. As the world changes, our cards are also changing to help as many people as possible experience the power of a card in ways that are unique and relevant to their cultures.
As stated by the Hallmark (2019) release the cards are titled, “Golden Thread, Uplifted, Love Ya Mucho, and Eight Bamboo.” Each reflecting on and symbolizing the associated culture.
Hallmark’s new line of multicultural cards. Retrieved from https://www.hallmark.com/cards/all-cards/eight-bamboo/?mc=T_P_NA_NA_06062019_ED_NA_PA_EightBambooRelease
I chose this article/press release because I believe it is very relevant to the class. This is an outstanding example by Hallmark, Inc. of being culturally aware as a company. They are showing awareness to other cultures, making their cards accessible online, and promoting themselves as a multicultural brand, by “talking the talk” and “walking the walk.” Personally, I appreciated the chief marketing officer’s decision to use terminology like “celebrate and Hallmark includes all people.” It comes off very authentic and genuine.
Here are the links to the Hallmark release and card collections:
Please comment to add to the discussion!
Sincerely,
Stephen Watts
@jaylee4515
#COMM837S19
I read some of the cards. Do you think Hallmark played it “safe” with these cards? I wonder what would have happened if they crowd sourced? Probably would have come out with some much better cards. I, for one, would like to write one.
Professor Nichols, thank you for your reply!
I do think that they played it safe, and I absolutely think Hallmark would benefit from a crowd sourced marketing strategy with this type of product roll out. According to a report by Nielsen (2019), “77 percent of consumers are more likely to buy a new product when learning about it from friends or family.”
Thank you for your feedback and insight.
Sincerely,
Stephen Watts