Hallmark goes gay with marriage-card line

Chun-Li 08-28-2008

Most states don't recognize same-sex marriage -- but now Hallmark does.

The nation's largest greeting card company is rolling out same-sex wedding cards featuring two tuxedos, overlapping hearts or intertwined flowers, with best wishes inside. "Two hearts. One promise," one says.

Hallmark added the cards after California joined Massachusetts as the only U.S. states with legal same-sex marriage. A handful of other states have recognized same-sex civil unions.

The language inside the cards is neutral, with no mention of wedding or marriage, making them also suitable for a commitment ceremony. Hallmark says the move is a response to consumer demand, not any political pressure.

"It's our goal to be as relevant as possible to as many people as we can," Hallmark spokeswoman Sarah Gronberg Kolell said. The new wedding cards were created in direct response to consumers' desires to have cards that include specifically tailored language and images for same-sex marriages or civil unions, she said.

Hallmark's largest competitor, American Greetings Corp., has no plans to enter the market, saying its current offerings are general enough to speak to a lot of different relationships.

Hallmark started offering "coming out" cards last year, and the four designs of same-sex marriage cards are being gradually released this summer and will be widely available by next year. No sales figures were available yet.

hugo281

well they gotta make their money somehow Chun-Li, I'm guess they made those greeting cards like that to accomodate them but who knows, but at least Hallmark will be banking on this for sure

Hsoolien

There would be no political pressure as currently America's political power is republican and they would argue against pro-gay cards.

Consumer demand and common sense for the win

Mina

i think this is good. & about time.

Hsoolien

Eventually this will go the way of racism. Actually looking at the profiling these days of American Muslims, I think we'll see the acceptance of gay unions before we see the reduction of racism in first world nations.

hugo281

Naw I doubt it Hsool, its Hallmark , unless they start putting up commercials that make fun or implement racism then yeah maybe, but I think its just a profit for Hallmark to have greeting cards to accomodate the consumer.

Stephyi

About time, this is so great.

Hsoolien

I'm just sating it's no surprise the move was not politically motivated, an that we are likely to see an end to gay bashing before we see an end to racism in this world.

Raven

Yeah but you know it wasn't for support or anything like that. It was hey gay's will buy way more cards then straights anyway, why no increase the revenue some.