Mahogany
| The Mahogany brand from Hallmark provides the most extensive offering of cards available for African-American consumers. |
| The top five markets for Mahogany card sales (in retail dollars) are:
1) Washington, DC, 2) New York, 3) Chicago, 4) Philadelphia, 5) Atlanta. |
| By 2013, African Americans will account for nearly 13 percent of the U.S. population and 9 percent of the U.S. buying power. (Sources: U.S. Census Bureau and University of Georgia’s Selig Center for Economic Growth 2008 Multicultural Economy report) |
| Hallmark began offering cards relevant for African Americans in the 1960s and introduced the Mahogany line in 1987. |
Product Features
- Mahogany features nearly 1,000 everyday and seasonal cards to help African Americans honor their relationships in innovative, compelling and culturally-relevant ways. The line features cards appropriate for both adults and children.
- Mahogany offers cards for several seasons – Valentine's Day, Easter, Mother's Day, Father's Day, graduation, Christmas and Kwanzaa – as well as a full range of everyday occasions, such as birthday, thinking of you, get well, wedding, anniversary, sympathy and more. The line also includes Christmas boxed cards.
- Sentiments range from religious to humorous and poetic to casual.
- Mahogany Cards with Sound play favorite songs by the original artists, such as "Rapper's Delight" by Sugar Hill Gang, "Shining Star" by Earth Wind and Fire, "I'm Every Woman" by Chaka Khan, and "Brick House" by the Commodores.
- The line also includes 99-cent value cards for occasions such as thinking of you, get well, friendship and thank you.
- A variety of Mahogany e-cards with animation and sound are available at Hallmark.com.
Product History
Hallmark has been creating cards that speak to African-American culture since the 1960s. The company first introduced the Mahogany name in 1987 as a 16-card promotion. Mahogany became a year-round brand offering both everyday and seasonal cards in 1991.
Through the years, Mahogany has collaborated with well-known African-American figures. The brand also partnered with the U.S. Postal Service in 1999 to celebrate the accomplishments of African Americans in history through the Legacy of Greatness cards that coordinated with the collectible postage stamps of the same name.
In 2007, the Mahogany team created a limited-edition, six-card collection celebrating 20 years of providing culturally rich product in the greeting card industry. In addition, the website www.mahoganyhallmark.com was launched in 2007.
In 2009, Mahogany introduced everyday Cards with Sound to the line. A new humor zone in stores with larger displays was also added.
In Stores
Available at Hallmark Gold Crown® stores nationwide and wherever Mahogany products are sold. Use the store locator on Hallmark.com or call 1-800-650-4505 to locate the nearest Mahogany retailer.