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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.