Hallmark Introduces First-of-Its-Kind Adhesive Gift Wrap

Innovative new product meets consumer demand for easier gift wrapping with a professional look

KANSAS CITY, Mo. (March 24, 2008) — Hallmark is announcing today its newest innovation …Adhesive Gift Wrap. The first-of-its-kind product is coated on one side with a low-tack adhesive invented by Hallmark, which sticks firmly to packages, creating a beautifully-wrapped gift without a lot of extra work. It is being sold exclusively at Hallmark Gold Crown® stores. Adhesive Gift Wrap is the result of requests from consumers who want the act of gift wrapping to be more convenient for their busy lifestyles.

“We’ve often heard from our consumers that they prefer giving and receiving hand-wrapped gifts. They perceive wrapped gifts to have a great value, especially for children. But we also hear them saying they’re strapped for time and feel like grabbing a gift bag is their only option,” said Susan Klopfenstein, product manager at Hallmark. “So we invented Adhesive Gift Wrap to help people easily hand-wrap a gift without sacrificing a professional look.”

Hallmark, the company credited with founding the modern-day gift wrap industry, has a provisional patent on the product’s low-tack adhesion, which is sticky enough to create clean lines and crisp folds without leaving any residue on the gift. There is no backing to peel off, so Adhesive Gift Wrap sticks to itself when rolled up, making storage simple.

“Essentially, if you can operate a sticky note, you can wrap like a pro with Adhesive Gift Wrap,” said Klopfenstein.

There are currently 14 different Adhesive Gift Wrap designs, including designs for baby, weddings and kids, as well as everyday designs. New Adhesive Gift Wrap is available exclusively at Hallmark Gold Crown® stores nationwide. The suggested retail price is $4.99 per roll.

NOTE:  Broadcast-quality B-roll of Hallmark Adhesive Gift Wrap is available to download from TheNewsmarket.com/Hallmark.

About Hallmark Cards, Inc.

Kansas City-based Hallmark is known throughout the world for its greeting cards, related personal expression products, and television's most honored and enduring dramatic series, the Hallmark Hall of Fame. The company’s Crayola® subsidiary provides fun and imaginative ways for children to colorfully express themselves. The company publishes products in more than 30 languages and distributes them in more than 100 countries. In 2006, Hallmark reported consolidated net revenues of $4.1 billion.