Hallmark’s reaching out to the homos with a new set of gay marriage greeting cards, the latest lavender shift for the legendary company:
“It’s our goal to be as relevant as possible to as many people as we can,” Hallmark spokeswoman Sarah Gronberg Kolell 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.
We like the idea of homo-specific cards, however we’re a bit nauseated by these greetings: “Partners in life and love…”? It’s the thought that counts, yes, but – barf!