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

Growing and Expanding 1960s - 80s

Hallmark International was formed in 1966 as a division of Hallmark.

Under the leadership of Donald J. Hall, son of J.C., who became president and CEO in 1966, Hallmark grew and expanded its offerings. Hallmark introduced its quality products to global audiences when it formed Hallmark International.

During this time period, Hallmark Keepsake Ornaments were introduced, revolutionizing Christmas decorating and sparking the phenomenon of ornament collecting. To meet the needs of smaller card departments and retailers in the mass channel, Hallmark rolled out the Ambassador brand. The launch of the Shoebox Greetings line of humorous greeting cards was, at the time, the company's single largest product line introduction. Mahogany cards were introduced for African-American consumers, and card lines for Jewish and Hispanic consumers soon followed.

In 1986, the Hallmark Gold Crown® store program was formalized, bringing together a network of independently owned and operated retailers to build on the strength of the Hallmark brand and products.

Hallmark produces cards in 30 languages distributed in 100 countries around the world.

Partyware was added to Hallmark's product line in 1960.

Keepsake Ornaments were introduced in 1973.