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May 8, 2017

Hallmark Named Greeting Card Brand of the Year in 2017 Harris Poll EquiTrend Study

For a seventh year in a row, Hallmark receives highest Equity score among greeting card brands

Greetings industry leader, Hallmark Cards, is once again named Greeting Card Brand of the Year in Harris Poll’s 29th annual EquiTrend Study for the seventh year in a row. The annual report uses consumer responses to determine the top brands in a variety of areas such as media, travel, financial, entertainment, retail, restaurant, technology, household and non-profit industries.

“Today, more than ever, we need to enrich our lives with more personal connections, thoughtful gestures and caring,” said Becky Smith, Hallmark brand management and development manager. “Hallmark has strived to do this for more than 100 years, and this distinction is an encouraging reminder that our consumers appreciate the work we strive to do every day.”

Hallmark Cards received the highest numerical Equity Score among greeting card brands included in the 2017 study. The results are based on survey responses from more than 102,000 U.S. consumers of more than 4,000 brands. A brand’s Equity is determined by a calculation of familiarity, quality and purchase consideration. Additionally, Hallmark is the Most Loved and Most Trusted Greeting Card brand measured in the study.

“As a brand built on enhancing relationships, we know we must reflect that principle in our relationships with our retail partners,” said Sabrina Wiewel, Chief Customer Officer at Hallmark Cards. “Retailers are often the front lines in our interaction with consumers, so we continue to strengthen our partnerships, offer the best mix of products and elevate the shopping experience at each store to ensure consumers feel a strong personal connection with our brands.”

Hallmark produces approximately 10,000 new and redesigned greeting cards annually. Products are sold in more than 40,000 retail outlets nationwide, including drug stores, mass merchandise stores, discount stores and grocery stores. Globally, Hallmark distributes products in 30 languages to 100 countries. Hallmark holds licensing agreements for seven of the top 10 most popular licensed properties. To learn more about Hallmark Greetings, visit

Media Contacts

JiaoJiao Shen
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.