What Happened to Hallmark Cards, Inc.?
Hallmark Cards, Inc. is a privately held, family-owned American company that has evolved from a greeting card manufacturer into a diversified global enterprise. Beyond its iconic cards, Hallmark's portfolio includes Crayola, Hallmark Media (encompassing the Hallmark Channel and streaming service Hallmark+), and the Crown Center real estate development. The company continues to adapt to digital trends while maintaining its core mission of fostering connections through various products and entertainment offerings.
Quick Answer
Hallmark Cards, Inc. remains a privately held, family-owned company, continuing its legacy as a leading greeting card manufacturer while significantly diversifying its business. As of 2026, it operates a robust media division, Hallmark Media, which includes the popular Hallmark Channel and its streaming service, Hallmark+, featuring new original series and movies. The company is actively engaged in strategic partnerships, product innovations, and community initiatives, including a major collaboration with the Kansas City Royals for a new stadium at its Crown Center development.
📊Key Facts
📅Complete Timeline14 events
J.C. Hall Founds Company
Joyce Clyde Hall arrives in Kansas City, Missouri, and starts a postcard business, laying the foundation for what would become Hallmark.
Invention of Modern Gift Wrap
Facing a shortage of traditional gift wrap, the Hall brothers begin selling decorative French envelope linings, leading to the 'invention' of modern gift wrap.
Adoption of 'Hallmark' Brand
The company officially adopts the 'Hallmark' brand name, inspired by goldsmiths' marks of quality, and becomes the first greeting card company to advertise nationally.
Launch of Hallmark Hall of Fame
Hallmark sponsors a television program for NBC, initiating the 'Hallmark Hall of Fame' and marking the company's entry into broadcast media.
Introduction of Keepsake Ornaments
Hallmark launches its iconic line of Keepsake Ornaments, which quickly become a popular collectible tradition.
Acquisition of Crayola
Hallmark acquires Binney & Smith, the company behind the popular Crayola brand, significantly diversifying its product portfolio.
Hallmark Channel Established
The Hallmark Channel is established, growing into a major cable television network known for its family-friendly programming.
Crown Media Holdings Goes Private
Hallmark takes Crown Media Holdings, the parent company of the Hallmark Channel, private, consolidating its media assets under family ownership.
Mike Perry Appointed CEO
Mike Perry is named President and CEO of Hallmark Cards, Inc., continuing the company's leadership under a non-family executive while the Hall family maintains executive chairman roles.
Launch of Hallmark+
Hallmark announces the launch of Hallmark+, a revamped comprehensive streaming service integrating ad-free viewing with exclusive original content.
Passing of Donald J. Hall Sr.
Donald J. Hall Sr., former CEO and chairman emeritus, who led Hallmark through a significant growth period, passes away.
Official KC World Cup 2026 Supporter
Hallmark partners with KC2026 as an Official Kansas City World Cup 2026 Host City Supporter, leveraging its brand for global connection.
Hallmark Media Leadership Changes and New Series
Darren Abbott is promoted to President of Hallmark Media, and the network launches its 'When Calls The Heart' sequel, 'Hope Valley: 1874,' on Hallmark+.
Kansas City Royals Stadium Partnership at Crown Center
The Kansas City Royals announce their intention to move to Crown Center, a joint partnership with Hallmark Cards, which will involve relocating Hallmark's headquarters within the development.
🔍Deep Dive Analysis
Hallmark Cards, Inc. traces its origins to 1910 when 18-year-old Joyce Clyde Hall arrived in Kansas City, Missouri, with two shoeboxes full of postcards, establishing a mail-order business that would eventually become Hall Brothers. A pivotal moment came in 1915 when a fire destroyed his inventory, prompting Hall to begin printing his own greeting cards with envelopes, a significant innovation at the time. The company formally incorporated as Hall Brothers, Inc. in 1923 and adopted the 'Hallmark' brand name in 1928, becoming the first greeting card company to advertise nationally.
The mid-20th century saw Hallmark's significant expansion beyond paper products. In 1951, it launched the 'Hallmark Hall of Fame' television series, marking its entry into broadcast media, which would later evolve into the highly successful Hallmark Channel. The company officially changed its name to Hallmark Cards, Inc. in 1954. Under the leadership of J.C. Hall's son, Donald J. Hall Sr., who took over as CEO in 1966, Hallmark experienced a period of immense growth, introducing popular lines like Keepsake Ornaments in the 1970s and acquiring Binney & Smith (now Crayola, LLC) in 1984, further diversifying its product offerings.
In recent years, Hallmark has focused on adapting to the digital age and evolving consumer preferences. In 2016, Hallmark took Crown Media Holdings, the parent company of the Hallmark Channel, private, consolidating its media assets under family control. Mike Perry assumed the role of President and CEO in 2019, continuing the company's strategic direction. A significant development in July 2024 was the launch of Hallmark+, a revamped streaming service designed to integrate ad-free viewing with exclusive original content and membership benefits, addressing the shift towards digital entertainment consumption.
As of April 2026, Hallmark remains a prominent cultural and business entity. Its media arm, Hallmark Media, continues to produce a robust slate of original movies and series for the Hallmark Channel and Hallmark+, including new series like 'Hope Valley: 1874' and a major holiday film partnership with Walt Disney World. The company is also deeply involved in its Kansas City community, notably partnering with the Kansas City Royals for a new stadium development at Crown Center, which will involve relocating Hallmark's headquarters. Hallmark reported an annual revenue of $3.5 billion in 2025 and employs approximately 20,000 people globally, demonstrating its continued financial strength and market presence.
What If...?
Explore alternate histories. What if Hallmark Cards, Inc. made different choices?