Hallmark Cards, Inc.

What does Hallmark own?
Hallmark Cards, Inc. owns five major brands: Hallmark (greeting cards, gifts, and seasonal products), Crayola (crayons, markers, and art supplies), Hallmark Channel (cable television network), Hallmark Movies and Mysteries (cable television network), and DaySpring (Christian-themed greeting cards and gifts). The company operates approximately 2,000 Hallmark Gold Crown retail stores in the United States and sells products in more than 100 countries.

Is Hallmark publicly traded?
No. Hallmark Cards, Inc. is entirely privately owned by the Hall family. It has no public shareholders and does not report financial results to public markets. The company has maintained private ownership since its founding in 1910, making it one of America's oldest and largest family-owned businesses.

Who founded Hallmark?
Joyce C. Hall founded Hallmark in 1910. He began selling picture postcards in Kansas City, Missouri, and expanded into greeting cards. His brothers Rollie and William joined him, and the business was incorporated as Hall Brothers Company in 1916. The Hallmark brand name was introduced in 1928, and the company was renamed Hallmark Cards, Inc. in 1954. Joyce C. Hall led the company until his death in 1982.

Where is Hallmark headquartered?
Hallmark Cards, Inc. is headquartered in Kansas City, Missouri, USA. The company's corporate offices are located in Kansas City, where it has been based since 1910. Crayola LLC is headquartered in Easton, Pennsylvania. Crown Media Holdings, which operates the Hallmark Channel, is based in Studio City, California.

Who owns Crayola?
Crayola is owned by Hallmark Cards, Inc. as a wholly owned subsidiary called Crayola LLC. Hallmark acquired Crayola's parent company, Binney and Smith, in 1984 for approximately $200 million. Binney and Smith had manufactured Crayola crayons since 1903. Crayola operates with considerable autonomy from its headquarters in Easton, Pennsylvania.

Who owns the Hallmark Channel?
The Hallmark Channel is owned by Crown Media Holdings, a subsidiary of Hallmark Cards, Inc. The Hallmark Channel was launched in 2001, replacing the Odyssey Network. The channel focuses on family-friendly programming and original movies, particularly Christmas films. It is one of the most-watched cable channels in the United States during the holiday season.

What is Hallmark's revenue?
Hallmark does not publicly disclose financial results because it is a privately held company. Annual revenue is estimated at approximately $4 billion based on industry analysis and Forbes' ranking of America's largest private companies. The company employs approximately 27,000 people.

Joyce C. Hall moved to Kansas City in 1910 and began selling picture postcards from a shoebox. He had previously operated a postcard business in Norfolk, Nebraska, with his brothers. The Kansas City operation grew quickly, and Hall's brothers Rollie and William joined him. The business was incorporated as Hall Brothers Company in 1916.

The company's transition from postcards to greeting cards came in the 1910s, as the postcard market declined and the greeting card market emerged. Hall Brothers began producing its own greeting cards, moving beyond distributing cards produced by others. The company pioneered the greeting card retail concept, establishing the Gold Crown specialty retail program and developing the gift wrap and ribbon categories alongside cards.

In 1928, the company introduced the Hallmark brand name on its cards, a name created by combining "Hall" with "mark" (signifying quality). The Hallmark brand name became so recognized that the company was renamed Hallmark Cards, Inc. in 1954. The Hallmark crown logo, introduced in the 1940s, has become one of the most recognized corporate logos in the United States.

Hallmark's longest-running marketing tradition is the Hallmark Hall of Fame, a television program that began in 1951 and is one of the longest-running series in television history. The program originally broadcast live dramatic productions and later transitioned to filmed adaptations of literary works. The Hallmark Hall of Fame established the company's association with quality television programming that would later extend to the Hallmark Channel.

Hallmark acquired Binney and Smith, the manufacturer of Crayola crayons, in 1984 for approximately $200 million. Binney and Smith had manufactured Crayola crayons since 1903 and was a leading art supplies company. The Crayola brand has remained within Hallmark's portfolio since the acquisition, operating with considerable autonomy as Crayola LLC. In 2007, Binney and Smith was formally renamed Crayola LLC to align the corporate name with the consumer brand.

The Hallmark Channel was launched in 2001, replacing the Odyssey Network. The channel was operated through Crown Media Holdings, a subsidiary of Hallmark Cards. The Hallmark Channel focused on family-friendly programming and original movies, particularly Christmas films. The channel's Christmas movie franchise, launched in the 2000s and expanded significantly in the 2010s, became a cultural phenomenon and a significant revenue driver. Hallmark produces approximately 40 original Christmas movies per year, drawing millions of viewers each holiday season.

In 2024 and 2025, Hallmark continued to expand its digital media presence, launching content on streaming platforms and expanding the Hallmark Channel's digital footprint. The company also invested in Crayola's digital products, including interactive drawing tools and educational content.

The Hall family has maintained control of the company across three generations. Joyce C. Hall led the company until his death in 1982. His son Donald J. Hall served as chairman and CEO for many years. Donald's son Donald J. Hall Jr. has been involved in company leadership, continuing the family's stewardship of the business.

Hallmark publishes a sustainability report and has made commitments to environmental responsibility. The company has invested in sustainable packaging, including recycled content in greeting card packaging and gift wrap. Hallmark has reduced plastic use in product packaging and set targets for increasing the use of recycled and sustainably sourced paper in its products.

Crayola has implemented sustainability initiatives including solar power installation at its manufacturing facility in Easton, Pennsylvania. Crayola's solar facility generates approximately 1.5 megawatts of electricity, sufficient to produce 1 billion crayons annually using solar power. Crayola also operates a marker recycling program that allows schools to send used markers for recycling.

Hallmark is not a Certified B Corporation. Its sustainability commitments are self-reported in its annual corporate responsibility report.

On community engagement, Hallmark operates the Hallmark Corporate Foundation, which supports programs in education, arts, and community development, primarily in the Kansas City area. The foundation's giving is focused on the communities where Hallmark has significant operations.

Hallmark and its brands have received recognition across multiple categories:

• Brand recognition: Hallmark is one of the most recognized brands in the United States, with the Hallmark crown logo achieving near-universal recognition among American consumers
• Crayola brand recognition: Crayola is one of the most recognized children's brands in the United States, with brand recognition approaching 99% among households with children
• Hallmark Hall of Fame: The longest-running series in television history, with multiple Emmy and Peabody Awards since its launch in 1951
• Hallmark Channel ratings: Consistently ranks among the top 10 cable networks in the United States during the fourth quarter, driven by Christmas movie viewership
• Family-owned business recognition: Hallmark is recognized as one of America's oldest and largest family-owned businesses, with continuous Hall family ownership since 1910

Hallmark Cards has faced several notable controversies:

Hallmark Channel LGBTQ+ content (2019-2020): In December 2019, the Hallmark Channel faced backlash after pulling four commercials from the wedding planning website Zola that featured a same-sex wedding. The channel initially stated that the commercials violated its policy on "public displays of affection," but the decision drew immediate criticism from LGBTQ+ advocacy groups and consumers. Hallmark reversed the decision within days, apologizing and reinstating the commercials. The controversy highlighted the tension between the Hallmark Channel's family-friendly brand positioning and evolving social norms. Following the reversal, the Hallmark Channel began incorporating LGBTQ+ characters and storylines into its original movies, including its first same-sex wedding in a Christmas movie in 2020.

Greeting card market decline: The greeting card industry has faced long-term decline as digital communication has replaced physical cards. This is not a controversy but a structural challenge. Hallmark has responded by closing underperforming Gold Crown stores, reducing its store count, and investing in premium and personalized products. The company has also expanded into digital greeting cards and e-commerce, though these channels remain smaller than physical card sales.

Crayola safety concerns: Crayola has faced occasional questions about product safety, particularly regarding the materials used in crayons and art supplies. Crayola products are tested for safety and comply with U.S. Consumer Product Safety Commission standards. The company has maintained that its products are non-toxic and safe for children, and has not faced significant product recalls or safety controversies.

Hallmark Channel content criticism: The Hallmark Channel has faced criticism for the formulaic nature of its original movies, particularly its Christmas films, which follow predictable plot structures and feature predominantly white, heterosexual casts. The channel has responded by diversifying its casting and storylines in recent years, including more diverse leads and LGBTQ+ storylines, though some viewers have pushed back against these changes.