Hallmark is extending its reach beyond greeting cards and seasonal merchandise by expanding a national licensing programme that will place the brand in everyday lifestyle categories across major retailers.
Brand heritage meets mass retail
In partnership with Earthbound Brands, Hallmark has built a portfolio of 20 licensing partners to create products spanning home decor, gifts, apparel, jewellery, pet products, partyware and more. The collection is being sold under the Simply For You by Hallmark label and will be available in large national chains.
The assortment will appear at stores including T.J. Maxx, Michaels, Target, Walmart, Kohl’s, Amazon and Dollar General, bringing Hallmark artwork and design elements into everyday categories as part of a strategy to embed the brand in daily life rather than only during holiday seasons.
Collections rooted in archive, adapted for today
Earthbound Brands and its licensing partners worked from Hallmark’s creative assets—artwork, patterns and archival designs—to develop merchandise the partners describe as both familiar and contemporary. Lisa Coffey, executive vice-president of Earthbound Brands, said the process involved digging into Hallmark’s design history and reimagining it for current products:
“One of the most rewarding parts of the process was finding inspiration from archival Hallmark designs and discovering new ways to bring those beloved illustrations and design elements to life.”
The initiative aims to make Hallmark’s aesthetic part of routine home and gift purchases, not only special-occasion shopping.
What’s in the pipeline
The current roster of licensing partners includes specific collaborations that align with product categories. For example:
- 37 Orchard — apparel and accessories
- Horizon Group — home decor and novelty
- Lifetime Brands — home products
- Mainstream — home products
By the end of the year, Hallmark’s licensed programmes are expected to be carried in more than 30,000 retail doors nationwide, expanding the brand’s physical footprint via third-party retailers rather than Hallmark-branded stores alone.
| Partner | Category focus |
|---|---|
| 37 Orchard | Apparel and accessories |
| Horizon Group | Home decor and novelty |
| Lifetime Brands | Home products |
| Mainstream | Home products |
What this means for shoppers
For consumers, the move offers a few clear takeaways:
- Expect Hallmark-branded items beyond cards—think textiles, tableware and gift-ready home goods with recognisable Hallmark motifs.
- Products will be widely available through discount and big-box retailers as well as online marketplaces, which may make Hallmark designs more accessible and price-competitive.
- Collections that draw on archival designs may appeal to nostalgic buyers while updated patterns aim to attract new shoppers seeking everyday lifestyle pieces.
For retailers and brand partners, the programme represents a way to capitalise on Hallmark’s intellectual property without requiring customers to visit Hallmark-owned stores. For Hallmark, licensing is a strategic pathway to expand brand relevance in routine moments—decorating, casual gifting and entertaining—rather than only special occasions.
More details about the programme and participating partners are available from Earthbound Brands and Hallmark through their corporate sites.
As brands look to live in more parts of consumers’ daily lives, this type of licensing strategy shows how a familiar name can be repackaged to meet the demand for branded lifestyle goods that feel both comforting and contemporary.
