Hallmark launches VR Father’s Day cards

KANSAS CITY, Mo. — This Father’s Day, Hallmark is looking to capitalize on growing interested in virtual reality. The company has launched virtual reality greeting cards that take the recipient through a  360-degree viewing journey that’s tied to the theme of the card — surfing, motorcycle racing, skydiving and car racing.

“At Hallmark, we are merging digital trends with physical cards to take card giving and receiving to the next level,” Hallmark Greetings Innovation creative director Tom Brantman said. “Our virtual reality cards offer more than a sentiment — they provide a one-of-a-kind experience.”

Each of the four selections features a detachable VR pop-up viewer and instructions. Using their smartphones, recipients can access a website and open the YouTube app, then slide their smartphone into the viewer.

“With the affinity between men and technology, these cards are the perfect way to extend the gift of an experience and elevate the moment for Father’s Day,” Hallmark Greetings Innovation product manager Shannon Ortbals said. “The pop-up VR viewer has a patent pending and is much simpler than other options out there, making it easy for anyone to use.”

And the VR experience won’t be limited to Father’s Day. The company said it planned to launch four new birthday-themed VR card designs this summer.

Hallmark said an estimated 72 million Father’s Day cards exchanged every year, making Father’s Day the fourth-largest holiday for giving greeting cards. This year, the Hallmark Father’s Day card collection includes more than 800 designs, the company said.