Hallmark is expanding its licensing program beyond its traditional holiday focus through a growing portfolio of 20 licensing partners across a range of lifestyle categories.
In partnership with Earthbound Brands, the program brings the Hallmark brand to products spanning home decor, gifts, apparel, jewelry, pet products, partyware, and more. Licensed products are available through major retailers, including T.J. Maxx, Michaels, Target, Walmart, Kohl’s, Amazon, and Dollar General, under the Simply For You by Hallmark brand.
The program is designed to extend Hallmark’s presence into everyday moments of celebration, including decorating, gifting, entertaining, milestones, and everyday living.
The current licensing portfolio includes 37 Orchard for apparel and accessories, Horizon Group for home decor and novelty, Lifetime Brands, and Mainstream for home products, among other licensing partners.
Earthbound Brands works with Hallmark and its licensing partners to develop products using Hallmark’s artwork, patterns, and creative assets: “One of the most rewarding parts of the process was finding inspiration from archival Hallmark designs and discovering new ways to bring those beloved illustrations and design elements to life,” shares Lisa Coffey, Executive Vice President of Earthbound Brands. “Every collection was an opportunity to honor the brand’s heritage while creating products that feel fresh, relevant, and unmistakably Hallmark.”
Hallmark’s licensed programs will be available in more than 30,000 retail doors nationwide by the end of the year.
Learn more at earthboundbrands.com and hallmark.com.Â
