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Hallmark introduces same-sex marriage cards

by poolparty | August 21, 2008 at 10:51 am

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Hallmark is rolling out same-sex wedding cards.

The nation's largest greeting card company is rolling out same-sex wedding cards — featuring two tuxedos, overlapping hearts or intertwined flowers, with best wishes inside. "Two hearts. One promise," one says.

Hallmark added the cards after California joined Massachusetts as the only U.S. states with legal gay marriage. A handful of other states have recognized same-sex civil unions.

The language inside the cards is neutral, with no mention of wedding or marriage, making them also suitable for a commitment ceremony. Hallmark says the move is a response to consumer demand, not any political pressure.

"It's our goal to be as relevant as possible to as many people as we can," Hallmark spokeswoman Sarah Gronberg Kolell said.

They started offering coming out cards last year. Their new same-sex wedding cards will be released gradually this summer with four designs to start.

Hallmark started offering "coming out" cards last year, and the four designs of same-sex marriage cards are being gradually released this summer and will be widely available by next year. No sales figures were available yet.

Not all stores will be carrying them however. Stores can choose whether or not to carry the new cards.

America’s biggest name in greeting cards is taking aim at the gay and lesbian demographic with new products to celebrate same-sex marriages. Hallmark will be offering the gay marriage greeting cards this summer to its stores, which can choose whether or not they want to carry the products.

So far they are the only large card maker to offer same-sex marriage cards.

The introduction of the gay marriage cards makes Hallmark is the first major greeting card company in the country to make such an offering. And for the moment, they've got a lock on gay marriages: Hallmark's largest competitor, American Greetings Corp., says it has no plans to enter the market, saying its current offerings are general enough to speak to a lot of different relationships.

Smaller card companies were already on this...

Independent card makers, however, have addressed the occasion for some time. Rob Fortier, founder of the New York-based Paper Words, added same-sex wedding cards that are both touching and humous to his card line after contemplating what he would want to receive.

"A lot of people think a gay greeting card needs a rainbow on it," Fortier told AP. "I don't want that."