Hallmark VIDA, A New Brand for Hispanic Consumers

To help meet the ever-evolving needs of Hispanic consumers, Hallmark is transitioning its existing Spanish-language greetings line to a new lifestyle brand called Hallmark VIDA. VIDA, which translates to ‘life’ will include products and services that help people celebrate occasions both big and small, connect with friends and family and help cultivate traditions that are uniquely Hispanic.

VIDA will address the needs of Spanish-speaking, bilingual and primarily English-speaking Hispanics in the United States by offering products in both Spanish and English. The available products will include greeting cards, ornaments, home décor and gifts and gift presentation items for both everyday occasions as well as key seasons like Valentine’s Day, Mother’s Day, and Christmas.

“We recognize the importance of family, celebration and optimism in the Hispanic culture,” said Hallmark multicultural leader Carlos Ayala. “While the Spanish language is the primary attribute when it comes to cultural specificity, the VIDA brand will deliver distinct product solutions for these holidays and occasions that showcase the way Hispanic celebrations are unique and special.”

Recognizing the importance and symbolism of mothers and grandmothers in the Hispanic culture, Hallmark Vida products will be available in time for Mother’s Day. VIDA will be found wherever Hallmark products are sold including Hallmark Gold Crown stores, mass-channel retailers such as Walmart, Walgreens and CVS and online at HallmarkVida.com.

Additionally the Hallmark VIDA brand name has been registered around the world, including in the 17 Spanish-speaking countries that Hallmark already does business in, building the foundation for future opportunities.

“We’re extremely excited to expand Hallmark’s current Hispanic offering to better reflect a world views” said Ayala. “We intend for Hallmark VIDA to be a global brand by honoring cultural heritage in our products and solutions in meaningful and authentic ways and that speaks to our consumers, regardless of one’s country of origin.”

About Hallmark and Hallmark Vida

For more than 100 years, privately-held Hallmark has been dedicated to creating a more emotionally-connected world. In the U.S., products offered by Hallmark Greetings, Hallmark Retail and Hallmark Home & Gifts can be found in more than 32,000 retail accounts including mass retailers, Hallmark Gold Crown® stores and online. Hallmark’s family of companies also includes Crayola®, maker of creative art tools and toys, Crown Center, a mixed-use entertainment, office and residential district in Kansas City, and Hallmark International, which offers products in more than 30 languages available in 100 countries. Hallmark also is a majority stakeholder in Crown Media Family Networks, which owns and operates cable television’s Hallmark Channel and Hallmark Movies & Mysteries. Headquartered in Kansas City, Mo., Hallmark employs 30,000 people worldwide. For more information, visit Hallmark.com.