Hallmark can trace its roots back to the postcard craze of 1903. After seeing one, Joyce Clyde Hallmark decided to make their own and add them to their store in 1910. Convinced that greeting cards would be more profitable than postcards, Hallmark added them to his lineup when he moved his store from Nebraska to Kansas City, Missouri.
Today, Hallmark is the leading manufacturer of greeting cards in the US. The company has branched out into other areas as well, including collectibles, Christmas figurines, ornaments, party goods, and collectibles, wrapping paper, as well as eCards. Hallmark also owns their own cable and television stations, making original movies. A premium subscription channel, called Feeln, is the main source of streaming Hallmark Hall of Fames movies.
In 2016, the company had annual revenue of $4 billion. This international company is still owned and operated by the Hallmark family and has headquarters in Kansas City, Missouri.