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May 1, 2018

Hallmark Signature Cards Help People Put What’s in Their Heart Into Words this Mother’s Day

Expanded selection of Signature Mother’s Day cards feature fresh designs and genuine messages

KANSAS CITY, Mo. (May 1, 2018) — Hallmark is helping people celebrate the moms in their lives this Mother’s Day by putting their feelings into words with Signature cards. Featuring new selections of intricately designed Signature cards, with handcrafted embellishments and unique craftsmanship, the collection features more than 100 Mother’s Day cards, including Spanish sentiments and cards with 14K gold-plated necklaces.

“At Hallmark, we believe that every mom deserves to hear how amazing she is, especially on Mother’s Day, and we want to help people tell the moms in their life what she means to them with a Signature card that is as special as she is,” said Lindsey Roy, chief marketing officer – Hallmark Greetings. “When you care enough to put what you feel in your heart into words, it is the best gift for a mom. It can change her world.”

This Mother’s Day, Hallmark is introducing a new national marketing campaign aimed at inspiring people to take the time to put what’s in their heart into words to honor the mom in their lives. Modern mom and actress Julie Bowen’s voice provides a warm, genuine voiceover for Hallmark’s “When You Care Enough to Put It Into Words” TV commercial, now viewable on Hallmark’s YouTube channel.

Bowen also teamed up with Hallmark and Improv Everywhere for a special Mother’s Day surprise to help families show their appreciation for mom this Mother’s Day and demonstrate the impact that a card can make. The big surprise is now viewable on Hallmark’s YouTube channel. Other marketing tactics this Mother’s Day include social/online video, interactive digital ads, and radio ads.

“Our hope is that Signature cards will help people recognize and celebrate all types of moms and mom figures in their lives this Mother’s Day,” Roy said. “Mother’s Day is a time to celebrate all moms – your own mom, your mom friends, people who have been like a mom to you, and so many more. Telling someone what they mean to you, or what a great mom they are, can make all the difference in someone’s day.”

With an estimated 133 million Mother’s Day cards exchanged every year, Mother’s Day is the third-largest holiday for giving greeting cards. This year, Hallmark Signature Mother’s Day cards feature fresh, sophisticated designs paired with warm, genuine messages to tell Mom exactly what she means to you. The cards are handcrafted and designed with beautiful papers, rich textures and just-right flourishes like gems, foil, fabrics and more. Visit to shop for cards online or find the nearest store. Hallmark Signature Mother’s Day cards are available in more than 20,000 locations nationwide.

Media Contacts

Jaclyn Voran
Hallmark Cards, Inc.
(816) 274-4873

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 Global 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, LinkedIn and Twitter.