Founding 1910s	Early Innovation 1910s - 30s	Building a Brand 1930s - 50s	Growing and Expanding 1960s - 80s	Building for the Future 1980s - 90s	Innovation in the 21st Century & Beyond

Building for the Future 1980s - 90s

Hallmark's 99-cent card line brought quality, value and convenience to shoppers.

When J.C. Hall passed away in 1982, Don Hall became Chairman. Irvine O. Hockaday, Jr. was named president and CEO. During this time, Hallmark began building for the future by acquiring complementary companies to reach new audiences and channels of distribution. Today those subsidiaries are known as: Crayola, maker of Crayola® brand crayons and art products; Sunrise Greetings, an innovative greeting card company; Image Arts, a boxed and seasonal card company; DaySpring, a leading producer of cards for Christian consumers; William Arthur, a producer of personalized stationery; and Irresistible Ink, a company specializing in handwritten customization of direct mail.

To keep pace with changing times, Hallmark.com was launched as a website offering news and information, and soon moved into e-cards and e-commerce. The Expressions From Hallmark greeting card brand was introduced in mass channel retail stores, making the Hallmark brand available to people wherever they shopped. One of Hallmark's largest-ever product introductions, the Hallmark Warm Wishes greeting card line, made hundreds of cards available for 99 cents at retail outlets nationwide.