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Hallmark Cards Inc. Introduces EarthFriendly Greeting Cards at WalMart

- Wal-Mart shoppers now have a new way to "go green" in the greeting card aisle. Hallmark Cards, Inc. (http://newsroom.hallmark.com/) is introducing greeting cards produced on paper made from sugar cane pulp and recycled fiber for the Connections from Hallmark brand. The cards are currently available in 3,600 Wal-Mart stores across the U.S. in time for Earth Day.

    

"We're offering choices to consumers who wish to reflect concern for the environment when they make a purchase," said Mike Perry, Hallmark vice president of new concept commercialization. "As the industry leader, Hallmark continues to look for ways to help people connect in meaningful ways that minimize impact on the environment. This is a step in an evolution of our products."

The new cards are printed on stock containing 50 percent sugar cane pulp, which is a byproduct of sugar cane harvesting, and 50 percent recycled paper.

    

"These cards have a noticeably different look," said Perry. "They are smaller than an average-sized card, and the paper's flecks indicate its unique materials. The envelopes are made from 100 percent recycled paper, and the cards are designed to be recyclable as well. It's significant that no new trees were used in producing these cards."

    

The sugar cane cards contain messages for birthdays and other occasions, and sell for 94 cents.

    

"We also made sure these cards have great messages - they're cards you'll want to send," Perry said. "We've combined the quality consumers expect from Connections from Hallmark with an eco-friendly approach."

Partnering for Environmental Progress

In 2007, Hallmark partnered with Wal-Mart on an initiative to recycle its employees' retired blue vests into greeting cards. Hallmark designed and printed the "blue vest" paper stock to produce packets of holiday cards for American military serving overseas. The servicemen and women could send the cards back to family and friends for the holidays.

"Working on that unique project with Wal-Mart inspired us to stretch the limits of the materials typically considered for greeting cards," said Perry. "We approached Wal-Mart with these new sugar cane cards since the retailer is known for its progressive approach to environmental issues and products."

"Wal-Mart is uniquely positioned to make sustainable choices a real option for hundreds of millions of Americans," said Carol Johnston, vice president and regional general manager for Wal-Mart. "Throughout the month of April during our company's largest environmental sustainability campaign to date, we will be unveiling new product initiatives - like the new Hallmark cards - that are friendly both to the environment and to the family budget."

A Tradition of Social Responsibility

Hallmark has been recycling since the 1940s and producing selected greeting cards on recycled paper since the 1970s. Hallmark initiated energy conservation and waste reduction programs within its corporate operations in the 1990s.

"Hallmark has a long tradition of socially and environmentally responsible business practices," Perry said. "In addition, we are committed to expanding our use of recycled paper in Hallmark products. By the end of 2008, we expect more than half of all Hallmark greeting cards will be produced on paper with recycled content."

More Options Coming in More Places

In June 2008, more environmentally friendly greeting cards from Hallmark will be available, with additional cards using a mix of materials, including sugar cane stock and another paper stock made of 100 percent recycled material. These cards will be available in Wal-Mart and other fine retailers.

About Hallmark Cards, Inc.

Kansas City-based Hallmark has been helping people communicate, celebrate and connect for nearly 100 years. Hallmark greeting cards and other products can be found in more than 43,000 places in the U.S. alone. The Hallmark brand also reaches consumers online at Hallmark.com on newsstands through Hallmark Magazine, and on television through Hallmark Hall of Fame original movies and the top-rated Hallmark Channel. In addition, Hallmark publishes products in more than 30 languages and distributes them in 100 countries across the globe. The company's Crayola subsidiary provides fun and imaginative ways for children to colorfully express themselves. In 2007, privately held Hallmark reported consolidated net revenues of $4.4 billion. Charitable giving of $16 million a year focuses on the well-being of children and families, vibrant arts and cultural experiences, and basic services for people in need in the communities where Hallmark operates. For more information about the company, visit http://corporate.hallmark.com.

for more information, visit http://newsroom.hallmark.com/

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