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July 14, 2017

2017 Hallmark Keepsake Ornament Premiere in Stores and Online

More than 200 all-new ornaments arrive in Hallmark Gold Crown® stores and for Keepsake Ornament Premiere Event starting July 15

More than 200 new Hallmark Keepsake Ornaments will be released during the annual Keepsake Ornament Premiere Event beginning Saturday, July 15, at Hallmark Gold Crown® stores nationwide and online at The annual event gives consumers a first chance to purchase Keepsake Ornaments from the all-new 2017 line.

“Keepsake Ornament fans eagerly await the annual premiere of our new collection,” said Nicole Reid, retail product director for Hallmark. “We’re excited to show off this fantastic line of Keepsake Ornaments featuring top licensed properties and traditional favorites that help people remember those special times throughout the year.”

The entire 2017 Hallmark Keepsake Ornament line includes more than 400 ornaments to help people capture memories and turn the Christmas tree into a holiday experience the whole family will enjoy. More than half the new line will be available at Ornament Premiere.

At Ornament Premiere, consumers will find three brand-new Keepsake Ornament series and can take advantage of special offers and Bonus Points for Crown Rewards members, which run through July 23. Shoppers will also find ten limited-quantity ornaments, available exclusively in Hallmark Gold Crown stores. More event details can be found at

New Keepsake Ornament Storytellers

Experience the exciting and innovative technology of Keepsake Storytellers Ornaments. The new technology allows each ornament to give consumers a fun show on its own, but when other Storytellers ornaments from the set are added, they’ll unlock more interactive performances. With the push of a button on a Storytellers ornament it will send out a signal to determine what other ornaments are nearby. This year Storytellers come in two collections. The Star WarsTM Collection features three new ornaments that perform a sound and coordinating light show, each playing a scene from Star WarsTM: A New Hope. Shoppers can also unlock the magic of the Merry Music Makers collection that come to life with sound and light.

Favorite Characters

Hallmark welcomes a great lineup of new properties and characters to the Keepsake Ornaments 2017 line.

For the first time Keepsake Ornaments will feature favorite Nintendo characters from Super MarioTM. These fun ornaments feature video game legends such as Mario as well as a limited quantity Luigi companion ornament and Yoshi ornament available in October.

This is also the debut year for the Hasbro® Play-Doh® license with O Play-Doh® Tree. This creative Christmas ornament stacks cans of the children’s modeling clay to form an adorable Christmas tree.

With Super Heroes, favorite TV and movie characters, and beloved toys – all starring as Keepsake Ornaments – there is something to appeal to every fan.

Significant Anniversaries

This year marks a key milestone for two long-time Keepsake Ornament series as they hit their 20th anniversaries:
PEANUTS® Spotlight on Snoopy series also celebrates it’s 20th anniversary this year. This ornament captures the  holiday traditions of baking between Peanuts® pals Snoopy and Woodstock. This series is also commemorated with  another 20th anniversary ornament, Winter Fun with Snoopy. This porcelain ornament features Snoopy dressed in  his Santa suite with Woodstock perched along with a bag full of toys.
Snow Buddies celebrates its 20th ornament in the beloved series by Keepsake Artist Tammy Haddix. This year the  commemorative ornament features the signature snowman with buddies of a fox, rabbit and cardinal.
A Pony for Christmas is the 20th ornament in the series by Keepsake Artist Debra Nielsen. This year’s ornament  features a teddy bear jockey riding a jumping white rocking horse pull toy, whose red wheels really turn.

For more information about Keepsake Ornaments, or to locate a Hallmark Gold Crown store, visit

© & TM Lucasfilm Ltd.
TM & © 2017 Nintendo.
PLAY-DOH branded articles: PLAY-DOH is a trademark of Hasbro and is used with permission. © 2017 Hasbro. All Rights Reserved. Licensed by Hasbro.
© Peanuts Worldwide LLC

About Hallmark Keepsake Ornaments

In 1973, when Hallmark introduced six glass ball ornaments and 12 yarn figures as the first collection of Hallmark Keepsake Ornaments, a new tradition of Christmas decorating was started and a new collectible industry was born.

When the first line was introduced, they were unique in design, year-dated and available only for a limited time – innovations in the world of ornaments. Since 1973, Hallmark has introduced more than 8,400 different Keepsakes Ornaments and more than 100 ornament series, annual releases of ornaments that share a specific theme.

Today’s Keepsake Ornaments reflect the way styles, materials, formats and technology have expanded since they first appeared in Hallmark stores. Once a collection of decorated glass balls and yarn figures, Keepsake Ornaments are now made in a wide array of wood, glass, metal, porcelain, and handcrafted formats. Technology has also been incorporated into the world of Keepsake Ornaments through light, sound and motion. The one thing that hasn’t changed, however, is the superior craftsmanship and high quality that ensures Keepsake Ornaments will become family heirlooms and cherished collectibles.

Media Contacts

Carrie Bratcher
Hallmark Cards, Inc.

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. Crayola® offers a wide range of art materials and creative play toys designed to spark children’s creativity around the globe. Hallmark Media operates three cable networks – Hallmark Channel, Hallmark Mystery and Hallmark Family – as well as Hallmark Movies Now, a subscription video on-demand streaming service. Crown Center is a real estate development company that manages the 85-acre hotel, office, entertainment and residential campus surrounding Hallmark’s headquarters. For more information, visit Connect on Instagram, TikTok, Facebook, Pinterest, YouTube, and LinkedIn.