Story at a glance

  • For Black History Month, Hallmark released a new collection from its line dedicated to Black Americans.
  • After giving away 1 million of the cards, the company announced it was investing in growing the brand.
  • The collection includes cards of support for the Black community in its ongoing fight for equal rights and justice.

In less than two days, Hallmark gave away all of the 1 million greeting cards in its newest collection celebrating Black culture, titled “Uplifted + Empowered.”

“Black History Month is not only a time of reverence, it’s a joyous recognition of the spirit of the Black community and the contributions that countless Black Americans have made throughout the years,” said Lindsey Roy, chief marketing officer of Hallmark Cards, in a statement on the release. “That celebratory spirit is at the heart of the Mahogany brand 365 days a year, and our hope is that this giveaway of one million cards spreads even more encouragement, hope and pride during Black History Month and beyond.”


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The collection is made up of a dozen cards designed by Black writers, editors and artists for occasions ranging from "celebrating our sisterhood" to a reminder that it's "okay to not be okay." Some are inspired by events of the last year, including an inspirational card with a bridge on the cover and the words "Faith has always carried us through," which Editorial Director Dierdra (“Dee”) Zollar said was an homage to the late Congressman John Lewis. Others reflect the Black experience in America, including one that illustrator Teju Abiola said was inspired by Black hair. 


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"I wrote this card with my sorority sisters, my mother and all of the Black women I love in mind. I thought about the words of affirmation we shared with each other after the death of Breonna Taylor," said Courtney Taylor, a senior writer for and community manager of Mahogany's social media platforms, in a post.

Her words and the work of her collaborators resounded so strongly that more than three decades after launching the Mahogany line, Hallmark is investing in building it into “more than a card line.”

“Hallmark’s investment in Mahogany will help us deepen and strengthen our relationships with existing customers, while also attracting new and diverse audiences,” said Alexis Kerr, who was named the vice president of Hallmark's new Mahogany Brand. “I am excited to lead the team as we help more people live caring and connected lives full of meaningful moments.”


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Published on Apr 12, 2021