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products for the first time Hallmark’s collectibles history can be
in 1925, and by 1928 was found for as little as $80 to several hundreds
on the back of every card. of dollars on sites such as eBay and
That same year, hallmarkornaments.com, an online source for
Hallmark became the purchasing rare and hard to find Hallmark
first greeting card Keepsake and Christmas ornaments.
company to advertise And it’s not just age that is
nationally when it took setting value in the market-
out an ad, written by place as Hallmark continues
J.C., in Ladies’ Home to intentionally release limited-
Journal. Convinced of run ornaments to drive the
the power of national collector market.
advertising, J.C. next While the Company has
Hallmark Cards ca. 1932 turned to radio, sponsoring been producing ornaments
Mickey Mouse die-cut
foldout color card – the first “Tony Wons’ Radio Scrapbook,” since the early 1970s, its line
year Hallmark licensed and later, network television with the of “Keepsake” ornaments is
Disney characters for its Company’s highly popular Hallmark Hall of the most collectible. Keepsake
cards. This was used as a Fame productions. ornaments come in a Hallmark red Hallmark’s 2009 Cousin Eddie’s RV
Hallmark salesman’s sample In 1932, Hallmark signed its first licensing box with the word “Keepsake” below Ornament National Lampoon’s
card featuring Mickey with agreement with one of the 20th century’s the Hallmark name and are dated. Christmas Vacation selling on eBay
a large suitcase that carries most recognizable names—Walt Disney—to The collectibility of Keepsake orna- for a very high price of $575. Pricing
the message inside: “I expect use Disney® characters on greeting cards. Over ments is differentiated by a variety of generally runs from $99 to $400.
to see You on or about the years, this association expanded beyond qualifiers that include Storytellers,
Date 1/20/32 with a Brand Disney Hallmark cards to Keepsake® orna- limited quantity designs, being part of a continuing series, using
New Line of Hallmark ments and novelty gift items such as framed licensed characters, special convention and Hallmark member
Creations.” Selling at prints, plaques, photo frames, and mugs, fea- exclusives, and personalized ornaments. One of the most valuable
Biblio.com for $350.
turing quotes from Walt Disney or from Hallmark Keepsake ornaments has been their 2009 National
memorable Disney movies and characters. Lampoon’s Christmas Vacation “Cousin Eddy’s RV” ornament.
The burgeoning brand solidified its position in American history With the original box, some have recently sold on eBay for over
in 1944 with one of the most recognized slogans in advertising. $500. Another, released in 2015, is “Up On The
“When You Care Enough to Send the Very Best®” was born Housetop,” one of which sold on eBay for $250 in
from a three-by-five-inch notecard on which Ed September 2020.
Goodman, a sales and marketing executive at Hallmark, Vintage Hallmark greeting cards, on the other
jotted down his thoughts on what Hallmark stood for – hand, are collected more for their imagery and
caring, quality, the best. It was J.C., however, who sentiment than value, ranging in price from about
picked the slogan to be forever associated with his $10 to $50 apiece based on condition, image, and
company and Hallmark greeting cards. sentiment.
In 1951, NBC approached Hallmark about More than 100 years and billions of well-wishes
sponsoring the first original opera created especially later, Hallmark cards remain a special way to tell
for television, Amahl and the Night Visitors. J.C. Hall someone you care about that you are thinking of
decided to sponsor the program them, and care enough to send the very best.
to thank all the people who
bought Hallmark cards. The
opera aired on Christmas Eve
and moved viewers to send
thousands of letters, cards, and In 1973, Hallmark
telegrams thanking Hallmark introduced a small line
for presenting it. This would be of six glass ball ornaments
the first in a series of specials and 12 yarn figures as
that would become the the first collection of
Hallmark Hall of Fame. In the Hallmark Keepsake
more than 60 years since, Ornaments. This is the
Hallmark Hall of Fame produc- 1973 Elves ornament
tions have won 81 Emmy designed by Sue Tague.
Awards. The National Academy
of Television Arts and Sciences
has presented two Emmy Original broadcast image from
Awards to Hallmark as a sponsor. Amahl and the Night Visitors
By the time the company
name was officially changed from Hall Brothers to Hallmark Cards,
Inc. in 1954, the tradition of entrepreneurship and innovation started
by J.C. Hall was deeply ingrained in the company — Hallmark was
now a household name and national brand.
A bronze stature of Churchill stands in the city of
Hallmark Collectibles Kansas City thanks to an event that took place at
Hallmark Cards Founder Westminster College in Fulton, Missouri. On March 5,
Hallmark’s licensing agreements over the years have spawned J.C. Hall 1946, Churchill delivered his famous “Iron Curtain”
all types of collectibles, from figurines to Christmas ornaments and speech at the invitation of President Harry S. Truman.
novelty gifts. J.C. Hall was in the audience and met Churchill during the reception. Knowing
In 1973, Hallmark introduced a small line of six glass ball orna- Churchill to be a keen hobby painter, Hall later proposed the idea of reproducing his
ments and 12 yarn figures as its first collection of Hallmark Keepsake® artwork on a series of Hallmark Christmas cards. Churchill happily agreed to the
partnership—despite having a humble view of his artistic skill—and signed a
Ornaments. Almost 50 years later, these ornaments that make up
three-year contract granting Hallmark sole reproduction rights to his artwork.
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