Maxine
Facts
- Maxine, Hallmark’s self-appointed "Queen of Crabbiness," celebrated her 25th anniversary in 2011 with the theme, “25 Years of Yelling It Like It Is.”
- Introduced in 1986 shortly after the launch of Hallmark’s Shoebox card line, Maxine has entertained millions with her feisty, insightful, and hilarious observations on life. The character has appeared on everything from greeting cards to books to popular Hallmark gifts.
- Maxine follows current news, trends and popular culture with an eagle eye and has an opinion about pretty much everything. Her irreverent quips about aging, the workplace, technology and political correctness strike a chord with fans, especially professional, college-educated women aged 35-65. But it’s clear that Maxine appeals to anyone with attitude. Fans say they love her because, “Maxine says the things I wish I could say.”
- Maxine cards have consistently rated among Hallmark’s highest selling alternative humor cards, with millions (and millions) being sold since 1986. Today Maxine cards make up about roughly 5 percent of the model line in Hallmark’s humor brands.
- Over a million Maxine books, in several titles, have been sold since 2006. One classic title, It’s Not Menopause...I’m Just Like This, has sold more than 400,000 copies.
- And in spite of Maxine’s age, she’s still with it, including being on top of the online trends of today. With over 400,000 active fans on Facebook, Maxine is a social media star these days, ensuring her a growing base of younger devotees who just like her sass.
- Maxine’s comic feature, Crabby Road, is posted daily both on her Facebook page and on her website, Maxine.com. Maxine’s special Breaking News features also appear regularly on Facebook, giving her the chance to comment on up-to-the-minute bonehead stunts of celebrities and politicians, or on the quirks of modern life in general. Maxine also has appeared on YouTube and has her own line of e-cards.
Product News
- Hallmark's own creative staff constantly innovates new concepts for Maxine, with formats including Cards With Motion, interactive cards and push-button Cards With Sound featuring Maxine’s voice. Some of her online e-cards even feature state-of-the-art 3-D animation.
- Maxine celebrated her 25th anniversary with a collection of 26 humorous gifts and two books. Gifts include a Thought-For-The-Day 3-D sign, a travel mug with sound, a "hot flash" fan, and the Maxine "Mis-Fortune Teller" – just ask her a question and get an answer only Maxine could get away with. Also, back by consumer request are Maxine's bunny slippers, just as charming as when they were first introduced in 1994. All products are available exclusively in Hallmark Gold Crown stores, and most of the gifts are priced at less than $15.
- Maxine’s likeness and attitude are so popular that she’s become one of the stars of Hallmark’s licensing program, with a diverse lineup of companies using the Maxine character. She is a top five seller for Mead calendars, appears on popular crafting fabrics for Robert Kaufmann, and her designs are available on print-on-demand apparel and mugs at Zazzle.com.
Character History
Hallmark artist John Wagner created Maxine in 1986 based on his mother, grandmother and maiden aunts while he was the first art studio manager for Shoebox Greetings. The new card line was trying to attract hip, young card senders with fresh female characters. He thought the line needed an older character too, just like the smart and funny women who helped raise him. So with a few passes of his pen he created the no-BS grouch who would be known for years only as “John’s old lady.” (Watch a video of John Wagner speaking about his mother's influence on the crabby character.)
Maxine was born. Her first card sold well, so Wagner drew more of them. He added the spot-on details of an eccentric, loveable curmudgeon that have become Maxine’s trademarks, from her chemically tortured hair, aviator shades, and perpetual snarl, right down to her housecoat and bunny slippers. He gave her a canine best friend, Floyd, who plays her straight man without saying a word.
Soon Wagner’s mom got involved. Toni Wagner, who helped inspire the character, was a willing conspirator in Maxine’s publicity boom. Toni began dressing up as Maxine and attending special events at Hallmark Gold Crown stores and nursing homes throughout New England, where she lived.
Maxine hit it big in 1995 with a People magazine article featuring Toni and John. From then until her death 10 years later, Toni took on the Maxine persona in countless interviews with national and local media. These days professional Kansas City actor Cathy Barnett dons the garb to play Maxine for special occasions, such as Keepsake Ornament Club events.
For a quarter century Maxine has been popular for the way she channels everyone’s pet peeves. But in these times of change and uncertainty, her fearless quips especially resonate with both genders and all ages. As one online fan recently put it, “Maxine is a walking bottle of truth serum.”
John Wagner retired from Hallmark in 2011, but Maxine has NOT retired, and is in fact, coming on strong – as only Maxine can! Hallmark has an extensive Maxine archive, a talented writing staff creating new material, and a design, illustration and animation team who create new concepts and directions for the Queen of Crabby.
In Stores
Maxine greeting cards are available wherever Hallmark products are sold. Maxine gifts can be found in Hallmark Gold Crown® stores. Use the store locator on Hallmark.com to find the nearest Hallmark Gold Crown® store.