July 9, 2025

Hallmark’s Holiday Countdown Begins with Keepsake Ornament Premiere, July 12–20

Hallmark releases more than 250 Keepsake Ornaments during annual event

KANSAS CITY, Mo. (July 9, 2025) – Hallmark is kicking off the festive season early with its Keepsake Ornament Premiere, July 12-20. The annual event unveils more than 250 new Keepsake Ornaments from the 2025 collection, including a Welcome to Elfville first-in-series ornament, magical Storytellers that bring Keepsake Ornaments to life, and new Halloween and licensed ShowToppers—miniature tree toppers designed just for the Mini ShowToppers Trees.

“I love the creative journey of bringing holiday wonder to life through small works of art,” said Lindsay Evans, Studio Editorial Director at Hallmark. “Each ornament begins with a spark of imagination and grows into a piece meant to inspire joy and togetherness. It’s truly rewarding to know our designs become a cherished part of so many families’ holiday traditions.”

Starting July 12, Hallmark’s new Keepsake Ornaments, including ShowToppers and Storytellers, will be available online and at Hallmark Gold Crown stores nationwide. Many ornaments sell out at release events, so creating a Wish List is the best way to secure highly anticipated designs. Hallmark Keepsake Ornament Club members can enjoy special benefits, including exclusive ornaments and early in-store shopping beginning July 11. Sign up for Hallmark Keepsake Ornament Club before July 31 to enjoy all the exclusive member perks for 2025, including access to purchase an exclusive ticket to the KOC day at the Hallmark Christmas Experience.

With categories spanning fan favorites, gaming, sci-fi, and superheroes, as well as ornaments celebrating life’s milestones and individual hobbies, Hallmark Keepsake Ornaments capture both the timeless charm of the holiday season, and the dynamic trends of pop culture. Explore the 2025 Dream Book to see all 450+ Keepsake Ornaments from this year’s collection.

New ornaments debuting at Keepsake Ornament Premiere include the following:

Welcome to Elfville Candy’s Bakery Ornaments – Step into the festive town of Elfville with this new Keepsake Ornament series. The two-piece set features Candy’s Bakery, adorned with peppermint swirls and holiday baking details that light up with a miniature bulb, alongside Candy the elf, ready to sweeten any celebration.
Twelve Days of Christmas Papercraft Ornament – Celebrate a seasonal tradition with the second Keepsake Ornament in the Twelve Days of Christmas series. This elegant wood ornament features a laser-cut papercraft scene of Two Turtle Doves and includes a verse from the timeless song inscribed on the back for added holiday charm.
Mini Cooking Up Christmas Ornaments – Add holiday whimsy to any kitchen-themed tabletop tree with this set of three playful miniatures: a waffle iron, stand mixer, and toaster, each adorned with cheerful snowman faces and snowflake designs. Lift the waffle iron lid, turn the mixer knob, or slide the toaster lever to reveal fun interactive details.
Mini Halloween Time ShowToppers Musical Tree Topper – Celebrate spooky season in style! Connect this cute jack-o’-lantern Mini Tree Topper to a coordinating ShowToppers Mini Tree to see it come to life with a synchronized sound and light performance. Colorful LED lights glow with a continuous default light effect.
Keepsake Village Musical Ornament With Light and Motion – Keepsake Ornament collectors and fans will adore this charming Christmas ornament featuring Santa and a variety of characters from beloved ornament series, including Playful Penguins, Sweet Decade, Frosty Friends and Holiday Lighthouse, as they gather in a festive holiday village. Watch the decoration light up as a train encircles the village and a musical medley of Christmas carols play.
Buddy the Elf Keepsake Ornament – Spread holiday cheer and relive scenes from New Line Cinema’s holiday classic “Elf” with this ornament featuring Santa’s oversized helper. Connect to Hallmark’s Keepsake Power Cord for continuous lighting, then press the button to start a light and sound scene from the movie. Connect the Jovie Elf Collection Storytellers ornament to unlock more interactive performances.
The Peanuts® Gang 75th Anniversary Sno-Cones Ornament – Peanuts® fans young and old who remember turning regular ice cubes into cool and refreshing treats will adore this fun ornament celebrating the 75th anniversary of the Peanuts. The nostalgic design resembles The Original Snoopy Sno-Cone Machine—complete with “ice pusher” Snoopy perched atop his doghouse.
Avatar: The Last Airbender™ Aang Ornament – The youngest Airbender ever, Aang carries his staff and prepares for danger in this ornament that showcases the master of all four elements. With his blue arrow tattoo on his forehead, Aang raises his knee and lifts his staff evoking a moment of action by the animated character in the series “Avatar: The Last Airbender.”
Shrek And To All a Gross Night Ornament – Fans of the green, swamp-dwelling misunderstood ogre who befriended a donkey and married a princess will roar in delight over this festive ornament. Celebrate with this ornament of Shrek wearing a Santa hat and wrapped in string lights.
Discovery™ Shark Week™ Ornament – Bring the ocean to your tree with this toothy ornament inspired by the longest-running programming event in cable television history. Featuring a great white shark holding the logo in its jaws, this ornament is sure to create unforgettable shark-themed memories.

Hallmark+ members can use their exclusive shopping rewards, including a $5 monthly coupon, and earn up to 50% more Crown Rewards points on purchases during the event. With new holiday titles premiering throughout July, fans can combine their love of shopping by streaming Christmas movies and series all month long on Hallmark+.

For more information about Hallmark Keepsake Ornaments or to locate a Hallmark Gold Crown Store, visit Hallmark.com. Save the date for Hallmark’s Keepsake Ornament Debut, Oct. 11-19, as more ornaments are released ahead of the 2025 holiday season.

ELF and all related characters and elements © & ™ New Line Productions, Inc.

SHARK WEEK and all related elements © & ™ Warner Bros. Discovery or its subsidiaries and affiliates.

Media Contacts

Eva Gregory
Hallmark Cards, Inc.
newsroom@hallmark.com

About Hallmark

About Hallmark

For more than 100 years, family-owned Hallmark Cards, Inc. has been dedicated to creating a more emotionally connected world. Headquartered in Kansas City, Missouri, and employing more than 20,000 worldwide, the company operates a diversified portfolio of businesses. The Hallmark business designs and sells greeting cards, gifts, ornaments and gift packaging in more than 30 languages with distribution in nearly 100 countries and 100,000 rooftops worldwide, including a network of company-owned and independently-owned Hallmark Gold Crown stores in five countries. Hallmark Media is entertainment’s leading destination for feel-good content and operates three cable networks – Hallmark Channel, Hallmark Mystery, and Hallmark Family. Hallmark+, launched in 2024, is our streaming service and membership program delivering the very best of Hallmark all in one place, featuring a blend of all new, exclusive original series, movies, and other feel-good content plus monthly discounts and rewards for shopping at Hallmark retail stores and at Hallmark.com. Crown Center is a real estate development company that manages the 85-acre hotel, office, entertainment and residential campus surrounding Hallmark’s headquarters. Crayola^® offers a wide range of art materials and creative play toys designed to spark children’s creativity around the globe. For more information, visit Hallmark.com. Connect on Instagram, TikTok, Facebook, Pinterest, YouTube, and LinkedIn.