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KANSAS CITY, Mo. (January 10, 2018) — Hallmark joins the list of 29 leading companies as a founding partner of the Minnesota Host Committee for Super Bowl LII in Minneapolis. The company’s Hallmark and Hallmark Channel brands will come to life for nearly one million visitors at Super Bowl Live – a 10 day celebration of football and fun January 26-February 4, 2018.

“We believe the Super Bowl creates a great opportunity for families and communities to come together,” said Molly Biwer, Chief Communications Officer at Hallmark. “We’re excited for the opportunity to take Hallmark moments and turn them into ‘Touchdown Moments’ for fans and families to celebrate and commemorate their time at this great event through so many family friendly activities.”

During their time in Minneapolis, families and fans can enjoy:

  • Hallmark Channel’s Kitten Bowl experience and pet adoption event at Super Bowl Live
  • Hallmark Touchdown Moment Snow Globe and photo opportunity on Nicollet Mall
  • Hands-on family fun at Crayola Experience Mall of America
  • Hallmark Valentine’s Day Pop-Up Shop near the U.S. Bank Stadium
  • Exclusive Super Bowl LII gifts and shopping at area Hallmark Gold Crown stores

For the first time, fans of the Hallmark Channel’s beloved pet adoption event, “Kitten Bowl,” will have the opportunity to experience the cuteness live and in person at Hallmark Channel Stadium featuring rescue kittens from the North Shore Animal League looking for forever homes. This ten-day event leads up to the televised “Kitten Bowl V” premiering exclusively on Hallmark Channel Sunday, February 4 at 12 p.m. ET/PT. Fans are encouraged to follow all the feline play-by-play on Twitter at @hallmarkchannel #KittenBowl.

Fans will also be able to capture and share their “Touchdown Moment” in the Hallmark Snow Globe. The 24ft high football-shaped globe creates the perfect photo backdrop for families and fans looking to remember their time in Minneapolis and post their experience via social media with the hashtag #TouchdownMoment and tagging @Hallmark.

Crayola Experience Mall of America is the ultimate family destination for interactive and creative play. One of only four in the nation, this 60,000 square foot, larger-than-life attraction features 25 hands-on activities for a full day of family fun. Name and wrap your own crayon, star in your own coloring page, see crayons made live and so much more. And in honor of the Super Bowl, show your team spirit with colorful football-themed crafts and keepsakes.

On the days leading up to the Super Bowl, fans near the stadium can stop into the Hallmark Valentine’s Day Pop-up Shop to warm up, send free cards and enjoy a hot chocolate. The shop will be located at 921 Washington Ave. S. and will be open on Friday, Saturday and Sunday, Feb. 2-4.

Hallmark has been a partner of the NFL since 1994 creating unique gifts and products including Hallmark Keepsake Ornaments, personalized books and more. This year, participating local Hallmark Gold Crown stores in the Minneapolis area will feature official licensed Super Bowl LII souvenirs and memorabilia to commemorate the fan experience. To find a local store and learn more, visit

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Media Contacts

Jaci Twidwell

Pam Slay
Crown Media

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.