This undated file photo shows artists in one of Hallmark’s early design studios.
Kansas City Star archives
Archive photographs of Hallmark Cards, Inc. reveals the evolution of one of Kansas City’s most iconic companies. Founded in 1910 by Joyce Hall, Hallmark began as a postcard business before expanding into greeting cards, gift wrap, and party goods, according to Wikipedia.
Hall started the company during the early 20th century postcard craze, originally operating out of a bookstore in Norfolk, Nebraska, with his brothers, William and Rollie. As the business grew, Hall moved operations to Kansas City in 1910, where he saw greater opportunities for expansion. By 1912, the postcard boom had faded, prompting Hallmark to shift focus to greeting cards, which soon became its signature product.
Hallmark founder Joyce C. Hall in 1965 file photo. Kansas City Star archives
The company introduced the Hallmark name in 1928, inspired by the quality marks used by London goldsmiths. Over time, Hallmark revolutionized the greeting card industry by standardizing the practice of placing its brand on the back of each card. In 1944, the company’s now-famous slogan, “When you care enough to send the very best,” was created by Hallmark executive C.E. Goodman and became a defining part of the brand’s identity.
Actress Betty White is delighted as confetti rains down during a surprise birthday party at Crown Center in Kansas City on Jan. 20, 2011. The celebration followed a screening of her Hallmark Hall of Fame movie The Lost Valentine, with Hallmark Hall of Fame Productions president Brad Moore by her side. The event was part of White’s coast-to-coast festivities for her 89th birthday. Kansas City Star archives
Beyond greeting cards, Hallmark expanded into entertainment, launching the long-running “Hallmark Hall of Fame” television series in 1951. The company later developed the Hallmark Channel in 2001, building on its reputation for family-friendly programming. Hallmark also acquired Binney & Smith, the maker of Crayola crayons, in 1984, further diversifying its portfolio.
Packing Hallmark greeting cards in undated file photo. Kansas City Star archives
Today, Hallmark remains a privately held, family-owned company with more than 20,000 employees worldwide, including around 3,000 at its Kansas City headquarters. As a leader in the greeting card industry and beyond, Hallmark continues to shape the way people celebrate life’s moments, big and small.
Hallmark Cards advertisement from 1956. Kansas City Star archives
Undated file photo of Hallmark’s creative department. Kansas City Star archives
Artist Mary Hamilton paints a bear at her Hallmark easel. Hamiltion’s Hallmark card lines included “Mary’s Bears” and “Mary’s Sprites.” Hamilton used cards people sent her (seen in the background) as inspiration for her artwork. Tammy Ljungblad tljungblad@kcstar.com
A shopper browses the Hallmark employee store at Hallmark Headquarters on Tuesday, Dec. 10, 2024, in Kansas City. Emily Curiel ecuriel@kcstar.com
Holiday displays, booths, and the mayor’s holiday tree are seen for the Hallmark Christmas Experience at Crown Center on Tuesday, Nov. 26, 2024, in Kansas City. Emily Curiel ecuriel@kcstar.com
Kansas City Chiefs tight end Travis Kelce as a Hallmark Keepsake Ornament. Kansas City Star archives
The Hallmark Store was freshly remodeled 2014. Kansas City Star archives
Portrait of Dave, left, and Don Hall, in the in-house Hallmark store in 2010. Kansas City Star archives
Hallmark’s Mother’s Day team works a year ahead, brainstorming in the Shoebox division. Employees hang photos of themselves at age 18 as part of the creative process. Kansas City Star archives
Hallmark artist Craig Lueck finds inspiration in flowers, using watercolors to create his designs for Mother’s Day cards in this 2006 photo. Kansas City Star archives
In 2006, Hallmark’s “Mom Squad” worked a year ahead to create Mother’s Day cards designed to evoke emotions from laughter to tears. Kansas City Star archives
In this 1969 photo, children immerse themselves in a creative experience at Hallmark’s Kaleidoscope exhibit in Municipal Auditorium. Using melted crayon on felt, they explore one of 17 hands-on art activities designed to spark imagination. Kansas City Star archives
In this 1950 photo, Hallmark executives R. B. Hall, William R. McCloskey, and Virginia Hogan examine Winston Churchill’s painting Mill Pond With Reflection on Water. The artwork was the first of eight Churchill paintings considered for reproduction on Hallmark Christmas cards. The Kansas City Star archives
In this 1948 photo, Hallmark president Joyce C. Hall joins Harry Abrams and renowned illustrator Norman Rockwell to announce a partnership with Gallery Artists of New York. The agreement brings fine art to greeting cards, with Rockwell among the 50 artists creating exclusive designs for Hallmark. Kansas City Star archives
In this 1960 photo, Hallmark Cards expands globally with the opening of its modern new plant in Northolt, Middlesex. The company anticipates “Commonwealth Day” could become a major occasion for card exchanges across Queen Elizabeth’s realm. Kansas City Star archives
An early undated photo of Hallmark Card Co. at 25th and McGee, showcasing the company’s location in Kansas City. Kansas City Star archives
In this 2006 photo, Clark Waage and his stepson, Zach Bagwell, clean outside the Children’s Center Campus, 3101 Main St. Large crayon sculptures serve as a colorful barrier between the sidewalk and parking lot—a fitting symbol of Hallmark’s Kansas City roots and its connection to Crayola, creativity, and community. Kansas City Star archives
In this undated aerial photo, construction of Hallmark’s $8 million plant is underway, with work approximately 25% completed. The building, designed with a sloping terrain, will feature five floors, including a seventh-level floor with the largest single space, and will cover 760,000 square feet. Kansas City Star archives
Undated photo of Hallmark Card Company at 25th & McGee in Kansas City. Kansas City Star archives
Monty Davis is a video producer and has been with The Kansas City Star for 20 years. He specializes in telling human interest video stories using mobile gear such as his iPhone 13 Pro. Recently he took up an interest in deltiology which is the study and collection of postcards. From that came a new series for The Star called Past | Present. When he’s not working, he’s spending time with family, his pugs, kayaking and reading historical biographies about the American Revolution and the Civil War.
