KANSAS CITY, Mo. — Christmas hasn’t come yet but Hallmark, like a fashion house, is already hard at work on next year’s line. There will be fewer cards with generic sayings like “happy holidays” and “seasons greetings,” continuing the backtracking from a much-criticized faith-neutral trend. Penguins will replace polar bears as the animal illustration of choice. Reds will be more cherry than scarlet and greens more emerald than moss. Pet lovers will find a wider range of options, as will people who want to explain why they aren’t able to afford a gift. And many cards
like this year — will feature less ebullient messages.
“We’re calling it a hopeful season,” said Cheryl Gaines, the editorial director for individual-sale Christmas cards at Hallmark. “We’re seeing a lot of the word ‘merry,’ but we’re making sure there’s some hope in there because not everyone has a merry Christmas.”
view full post:
Helping Hallmark Greet Season After Season
Helping Hallmark Greet Season After Season
