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They have introduced new products such as e-cards which can be customised, green friendly cards, campaigns that donate profits to fight AIDS in Africa and a very specialised card series that supports people in need who are dealing with cancer, depression and other complicated issues.

Hallmark has also focussed on the youth market, capturing their imagination through the fun technology of recordable sound cards. They have embraced TV through their cable stations, keeping the programs fresh and vibrant by casting young actors while keeping their music up to date with cultural trends. Together with integrated web and advertising campaigns, they constantly build on their reputation for being a trusted partner during all the milestones in our lives.

Their final strategy for growth was to expand into large retail outlets rather than keeping to the small local newsagents. They made their products much more accessible for customers to purchase and as a result, tapped into the mass market.