Growing and Expanding 1960s - 80s
Under the leadership of
Donald J. Hall, son of J.C., who became president and CEO in 1966, Hallmark grew and expanded its offerings. Hallmark introduced its quality products to global audiences when it formed
Hallmark International. During this time period, Hallmark Keepsake Ornaments were introduced, revolutionizing Christmas decorating and sparking the phenomenon of ornament collecting. To meet the needs of smaller card departments and retailers in the mass channel, Hallmark rolled out the Ambassador brand. The launch of the Shoebox Greetings line of humorous greeting cards was, at the time, the company's single largest product line introduction. Mahogany cards were introduced for African-American consumers, and card lines for Jewish and Hispanic consumers soon followed.
In 1986, the Hallmark Gold Crown® store program was formalized, bringing together a network of independently owned and operated retailers to build on the strength of the Hallmark brand and products.