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COVERSTORY


The joker of the pack


Humour brand Hanson White was founded in the 50’s by James Hanson and Gordon White - who were widely credited as the forefathers of humour cards in Britain, and in bringing the slim format card to market. Today Hanson White has become the funny face of UK Greetings and one of its most successful ranges is about to reach a milestone anniversary.


replacing 33 per cent of the range and card displays will be given a bright and exciting new look and feel.


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Constant refreshment is a huge factor in the continued success of a greeting card range, and evaluation is what makes Giggles such a massive success story, by keeping the brand up-to-date it continues to earn its place as the mainstay of the humour genre.


elebrating a quarter of a century next year, the Giggles range from Hanson White is making a big splash. Fresh new designs


October will see a shift in balance, with the collection featuring the more popular standard size of 121 x 184mm and lower code 40 and 50 price points. To recognise the milestone, cards will be branded with a fantastic new logo, sold with a bespoke envelope and labelled with a peelable Giggles sticker. Fresh new point of sale to further strengthen the Giggles message is also available. Alison Callaway, Senior Product Development Manager for Humour at Hanson White explains; “We want customers to take a fresh look at Giggles so have focussed our creativity on new jokes and artworks. The updated logo and branded envelope will also help to strengthen Giggles as a brand name, it is a key range in the Hanson White and UKG portfolios so we want to shout it loud and proud!”


In the early days the Giggles range was considered quite risqué and included jokes such as: “Why do moths fl y with their legs apart? Have you ever seen the size of mothballs?”


Alison adds: “Rude jokes are now seen as more acceptable and mainstream, but the levels of rudeness need to be kept within acceptable boundaries… uplifting rather than cringe-inducing, sarcastic rather than cynical and mildly discourteous rather than completely offensive.” Giggles, from the very start has had an incredibly sound format, and though design


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styles and jokes have moved with the times, the success of the range can be credited to the brands determination to stay


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true to the winning formula.


Alison states:


“At its most basic Giggles sustains its position in the market purely by sticking with very, very good jokes and a strong cartoon artwork style that is instantly recognisable


es: asic Giggles sustains its


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