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Remember to scream

has spent time on the research, development and expansion of a juvenile range for the humour specialists. “For ages one and two,” she said, “you’re sending the card to the parents really,” – and that’s the issue, the birthday boy or girl is far too young to take much notice of the design apart from noticing bright colours and sparkles.

P It means that, in addition to cute, licensed and

generic offerings, designers can choose far more sophisticated greetings cards for the tinies, giving the sender a greater selection, especially if they’re not up on the latest TV or fi lm craze themselves. Paula explained: “We have funny little poems inside for the mums and dads to read. “For ages two to three they’re going to nursery

and are learning little rhymes so we have things that they know like ‘Row row row your boat, gently down the stream, if you see a crocodile don’t forget to scream!’ where they can scream at the end as they say it with you. “At four they’re learning to read so

it’s jokes mum and dad can read with them, and at fi ve to six they can read it themselves and make their friends laugh.” The Quitting Hollywood approach, which developed from Paula listening to her own nephews and remembering jokes printed on lolly sticks where you had to eat the ice cream to fi nd the punch line, certainly gives food for thought on the more traditional approach.

In general, however, many of the publishers do develop their own lines and ranges for youngsters’ products, while licensing is still very much big business with children’s cards as the success of Danilo’s ranges, and the latest Disney collection unveiled by UK Greetings at PG Live, show. For something different, Quitting Hollywood have taken their approach into the older children and teenage market too where their signature humour

is being applied to give more choice – 11 Sporty Jokes, 7 Naughty Jokes and 6 Terrifying Jokes are just some of the age-appropriate designs on offer. Commercial director Richard Edmondson added:

“Pan’s Land is for one to six years and, within our Pik-A-Do range we have the boy’s pack for seven to 13 years with these joke cards. “It works really well for boys, not so much for girls because at seven to 13 they’ve been through the Peppa Pig and Barbie stage and are moving on to One Direction, so can be catered for with licensed cards and the like. “For boys once they’ve

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gone through Bob The Builder it’s often down to sport but if they support Chelsea you don’t buy them a Man Utd card, for instance, so this works exceptionally well for us because it’s a good generic send.”

AULA Molloy made a very good point about children’s cards recently, as the Quitting Hollywood creative manager

It’s not all about the little ones with children’s cards and wrap, parents are usually more interested in babies’ designs, while senders want to be sure of a good reception so, licensed and traditional designs are good, but sometimes you need something different.

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