Who Started Hallmark – The Greeting Cards and Network?
It’s easy to forget sometimes that the Hallmark greeting card company is behind the films of one of the most-watched channels on television. But forget no more!
Hallmark is owned by the Hall family. And even though it began as a card company, the founder, Joyce (J.C.) Hall, aspired to build a brand — and build a brand he did! He also began quite the legacy, and how he did it could be a Hallmark movie of its own.
Who is behind the 114-year-old Hallmark business? And how did it all begin?
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Raised by a single mother after his father died, J.C. Hall was selling Avon products door-to-door by the age of 8. Hall’s older brothers bought a bookstore in 1902, and in 1905, he and his brothers invested their savings in picture postcards to sell to store owners and traveling salesmen who came through the bookstore. By 1913, he and his brothers were operating a store that would eventually become Kansas City’s Halls department store, selling both postcards and greeting cards. The store burned down just two years later, but that didn’t stop Hall. He bought an engraving business, began printing his own cards and became even more successful than ever before. By 1928, he started marketing the cards under the Hallmark name. By the time he died in 1982, his fortune was estimated at around $400 million (by today’s standards, it would be $1.3 billion). All without ever having finished high school! He truly lived the American dream. Now, his grandson Donald J. Hall Jr. is the executive chairman of the board of directors.
Fun fact: Hallmark owns Crayola
When J.C. Hall passed away in 1982, his son Don Hall became chairman. During this time, Hallmark began acquiring companies to reach new audiences, including Crayola LLC, maker of Crayola brand crayons and art products, and DaySpring, a producer of greeting cards for Christians, and to this day, Hallmark still owns it! In the 1990s, they launched the Warm Wishes greeting card line, which made hundreds of cards available for 99 cents at retail outlets. In 2020, Hallmark started a collaboration with Wines that Rock and started Hallmark Channel Wines — “dedicated to helping people celebrate life’s special moments big and small.”
Currently, Hallmark also operates three cable networks — Hallmark Channel, Hallmark Mystery and Hallmark Family, and they own Crown Center, a real estate company that manages the 85-acre hotel, office, entertainment and residential complex surrounding Hallmark’s world headquarters in Kansas City. The Hallmark Christmas Experience will make its debut at the Crown Center Nov. 29-Dec. 22, it’s a free, open to the public, immersive experience with all the charm of a Hallmark movie town square.
The newest TV edition for Hallmark
On Sept. 10, Hallmark is launching a new streaming platform called Hallmark+, incorporating their trademark retail brand with their TV programming. The streaming service will offer new shows, films and docuseries, as well as a member benefits program with rewards and surprise gifts. “Our viewers are our shoppers, and our shoppers are our viewers,” says Hallmark CEO and president Mike Perry of the new venture. “Hallmark+ will be more than just a streaming platform: It will be the very best of Hallmark all in one place.”
How much does Hallmark+ cost?
The Hallmark+ plan starts at $7.99 per month or $79.99 per year. A Hallmark+ membership includes many benefits and rewards, including monthly $5 Hallmark Gold Crown Store coupons, rewards for shopping and surprise gifts.
Coming to Hallmark+ this Fall
Here’s a selection of some of the new series and films headed to the streaming platform.
The Chicken Sisters
This new series starring Lea Thompson, Genevieve Angelson, Schuyler Fisk and Wendie Malick is an adaptation of the New York Times bestseller by K.J. Dell’Antonia about two charming, multigenerational families and their competing fried chicken restaurants.
Courtesy 2024 Hallmark Media
Holidazed
This delightfully fun drama series follows six families who live in the same cul-de-sac as they experience various challenges during the holiday season. The mega cast includes many familiar faces, including Dennis Haysbert (24), Erin Cahill (Sleigh Bells Ring), Ian Harding (Pretty Little Liars), John C. McGinley (Scrubs), Loretta Devine (Grey’s Anatomy), Lucille Soong (Fresh Off the Boat), Ser’Darius Blain (Jumanji) and Virginia Madsen (Sideways).
Courtesy of Hallmark
Celebrations With Lacey Chabert
Executive produced and hosted by Hallmark darling Lacey Chabert, this new docuseries follows the beloved star as she surprises families who are making a positive community impact by throwing them the celebration of a lifetime.
Courtesy of Hallmark
Finding Mr. Christmas
A new reality competition series hosted by Jonathan Bennett will help one lucky actor win the opportunity to become the next leading Hallmark star.
Courtesy of Hallmark
The Groomsmen
This feel-good movie trilogy starring Jonathan Bennett, Tyler Hynes and B.J. Britt will focus on male friendship. “It’s about three best friends,” says Bennett, who is an executive producer as well as a star. “This actually came from my own experience, because I was a groomsman in so many of my friends’ weddings, and then I myself got married and had my own groomsmen. I thought there was a really interesting story [there], to tell of the male side of the wedding process.”
Phillip Faraone/Getty Images for Hallmark Media
Vintage Brands
June 2023
Look back at memorable celebrity endorsements, network sponsorships and just plain bizarre ads over time
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