Brothers Joyce and Rollie Hall launched a firm to sell Christmas cards. The line soon expanded to all types of holiday cards. In January 1913, a fire destroyed their entire stock of valentines. Undaunted, the Halls purchased a Kansas City engraving firm a year later and began printing and marketing Hallmark cards. Within two years, Hallmark cards were sold nationwide.
Following World War II, Hallmark launched a major expansion. In 1948 Norman Rockwell became the first “name” artist to appear on Hallmark cards. Hallmark’s Plans-A-Party line was introduced in 1960. Playing cards appeared a year later. Hallmark introduced a Cookie Cutter line in the early 1960s, its Keepsake Christmas Ornament line in 1973, and its Merry Miniature line in 1974.
Hallmark is a leader in preserving its company’s heritage. The Hallmark Historical Collection is one of the finest company archives in America.
References: “Collector’s Value Guide: Hallmark Keepsake Ornaments: Secondary Market Price Guide and Collector Handbook,” Collector’s Publishing, 1998; “Rosie’s Secondary Market Price Guide for Hallmark Ornaments,” 13th Edition, Rosie Wells Enterprises, 1999.
by Harry L. Rinker
“Official Price Guide to Collectibles”