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Our Vision, Beliefs, & Values

We will be the company that creates a more emotionally connected world by making a genuine difference in every life, every day.


That our products and services must enrich people’s lives.

That creativity and quality – in our products, services and all that we do – are essential to our success.

That innovation in all areas of our business is essential to attaining and sustaining leadership.

That the people of Hallmark are our company’s most valuable resource.

That distinguished financial performance is imperative to accomplish our broader purpose.

That our private ownership must be preserved.


Excellence in all we do.

High standards of ethics and integrity.

Caring and responsible corporate citizenship for Kansas City and for each community in which we operate.



These beliefs and values guide our business strategies, our corporate behavior, and our relationships with business partners, suppliers, customers, communities and each other.