American Greetings, Walmart release Dolly Parton greeting card line

American Greetings is adding a dose of Dolly Parton to special occasions.

The Cleveland-based company partnered with the iconic country singer on an exclusive multiyear license for greeting cards.

“Cards are still a great way to connect because they're more personal,” Parton said. “These days, everything is all social media, but don't you just love going to the mailbox, getting a card that has your name on it, opening it up, and it says something special? It touches your heart, and hopefully my cards will always touch your heart.”

Available exclusively online and at Walmart locations, the Dolly Parton greeting card collection includes 20 cards specifically designed to capture the singer’s personality and feature the “cards with heart, humor and hope” tagline, the company said.

“With the huge health care, economic and other stresses of 2020, the timing is right for Dolly's thoughtfulness, love and kindness,” said Jess Matisz, executive director of shopper marketing at American Greetings. “That's why we're so excited to announce the launch of our new collection of Dolly Parton greeting cards.”

This new collection is part of a multiyear partnership with Parton and American Greetings, which includes digital and physical products that integrate her music in unique ways.

“As anticipated, since launching in May, the Dolly Parton SmashUp has been the most sent e-card on both sites where it's offered,” said Rob Matousek, executive director/general manager of direct to consumer business at American Greetings. “We expect a similar response to the fantastic Dolly Parton greeting cards now available at Walmart.”