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Papercraft firm partners with Hallmark


Design Objectives, the company responsible for UK craft website, docrafts.com and recognised market leader in the papercrafting world has


signed a new licensing deal with Hallmark Cards solidifying the relationship between the two companies further and extending into new properties and product categories. Design Objectives (DO) has been working with Hallmark for the last 3 years, mostly on the well known Forever Friends brand, which is one of their lead licenses. DO will be building on the successful launch ranges of Forever Friends craft products across the country in 2011, with a wider offering in 2012. The brand has seen great success over the last 3 years with over 400 products in the range, including 2 triple crafting cd-rom sets, sold via their TV shopping partner Ideal World, and an exclusive ‘Black & Gold’ collection which has become a best seller with growing retail chain Hobbycraft. This new deal expands the relationship between the two companies into a broader range of categories for Forever Friends including kids crafting and covers other Hallmark properties including Country Companions and Lucy Cromwell. It also covers new international territories.


One million milestone for Where’s Wally?


The ‘lost in a crowd’ character, Where’s Wally? has topped the greeting card charts this month as his UK card sales reached the 1 million mark. His backers, Classic Media a global media company with a portfolio of entertainment brands and greeting card publisher Woodmansterne have been the drivers in Where’s Wally’s success among both the retail trade and consumers. The card range, which includes special occasion


cards, and age-specifi c birthday cards for children and adults, was fi rst introduced just over two years ago, in January 2009. So popular has the range proved, that it won the Best Licensed Range at the Henries (the greeting card industry design awards) in 2009, and was nominated for a 2011 Licensing Award within the Best Licensed Paper Products or Stationery category. “Wally is notorious for popping up everywhere, and clearly birthday and seasonal holiday celebrations are no exception!” said Nicole Blake, EVP, Global Marketing & Consumer Products, Classic Media. “Woodmansterne has done an exceptional job developing the Where’s


Wally? greeting card range and this milestone and Licensing Award nomination is a true testament to that.” Created by Martin Handford and fi rst published in 1987, Where’s Wally? is one of the most recognisable characters in the world and a pop-culture icon. A global publishing phenomenon with 50+ million books sold worldwide, the successful series is published in more than 38 countries and has been translated into more than 30 languages.


www.greetingstoday.co.uk 15


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