Hallmark breathes new 'life' into greeting card aisle

KANSAS CITY, Mo. -- Hallmark is launching a new lifestyle brand to meet the ever-evolving needs of Hispanic consumers.

The company is transitioning its existing Spanish-language greetings line to a new brand called Hallmark VIDA.

VIDA, which translates to "life," will include products and services that help people celebrate occasions both big and small, connect with friends and family and help cultivate traditions that are uniquely Hispanic. 

"We recognize the importance of family, celebration and optimism in the Hispanic culture," said Hallmark multicultural leader Carlos Ayala. "While the Spanish language is the primary attribute when it comes to cultural specificity, the VIDA brand will deliver distinct product solutions for these holidays and occasions that showcase the way Hispanic celebrations are unique and special."

Hallmark says VIDA will address the needs of Spanish-speaking, bilingual and primarily English-speaking Hispanics in the United States by offering products in both Spanish and English. The available products will include greeting cards, ornaments, home décor and gifts and gift presentation items for both everyday occasions as well as key seasons like Valentine's Day, Mother's Day, and Christmas.

VIDA will be found wherever Hallmark products are sold including Hallmark Gold Crown stores, mass-channel retailers such as Walmart, Walgreens and CVS and online at HallmarkVida.com.