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NEWS > BUSINESS > HALLMARK TO INTRODUCE LINE OF INCEST GREETING CARDS

HALLMARK TO INTRODUCE LINE OF INCEST GREETING CARDS

December 1 2008

Kansas City, MS – Seeking to expand its global reach, Hallmark Cards has decided to introduce a new line of cards that will celebrate the increasingly diverse nature of the modern American family. The greeting card company will be offering its traditional line of birthday, thank you, and mother and father’s day cards for the offspring of incestuous relationships.

“It has always been our goal to provide people with the opportunity to allow people to show how much they care. We feel that there is no better way to show our loved ones how much we care than by giving a card,” said the company in a statement. “To that end we want to provide everyone with the ability to celebrate love no matter their family situation. It is not Hallmark’s position to judge people’s personal situation; it is our position to help people celebrate that situation no matter what it might be.”

Among the new greetings that will be offered will be mother/sister, father/grandfather, and cousin/father/brother. The company will also offer cards with blank greetings for even less conventional parentage. The cards will be primarily available in stores throughout the rural south of the United States, but the company will offer the cards for sale on their websites.

“Through our market research we have concluded that the best place for us to market the new cards is in the south. Virginia, South Carolina, Georgia and other states will begin seeing the cards in stores, but we do realize that there will be a demand for these cards in other places as well,” said a spokesperson for the company. “We feel there is so simpler way for person to tell that special someone how much they care than with a small piece of cardboard.”

Hallmark’s entry into the arena of more complex parentage is just the latest in a long line of companies seeing more and more opportunity in exploiting less than traditional family units. FTD, Canadian chocolatier Laura Secord, and of course Hollywood have all explored the opportunities presented by the changing family demographic.

“Companies have a financial obligation to pursue any new opportunities that present themselves, but this may have limited appeal just by virtue of its nature,” said Scrape TV business analyst Ken Green. “I’ve never personally met a child of incest, but I think it’s unlikely that even if they know their parentage that it would be something they would want to celebrate. I may be wrong in this but I’d imagine there would be tension. I’d imagine they’ve done their homework but I still think it will not make a significant difference to their bottom line.”

The new line of cards will also be priced lower than the regular lines, with the company anticipating limited funds for families that celebrate an incestuous history.

“There’s also concern about the rest of the country,” continued Green. “How many of those families have regular internet access and can afford to pay shipping and handling. Unless we are seriously underestimating the market, this line is likely to have limited success.”

William Ashford, Business Correspondent

NEWS > BUSINESS > HALLMARK TO INTRODUCE LINE OF INCEST GREETING CARDS

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