Hallmark innovation exec on retail pop-ups and new brands

By Patricia Riedman Yeager, Contributing Writer

Say the word “Hallmark” and it conjures up very powerful brand associations around greeting cards, retail environments, and cable TV fare.

pattistreeperPatti Streeper’s job at the $3.9 billion company is to help Hallmark cultivate businesses that may not fit with the 105-year old company’s current image — but ones that speak to new groups of customers. We spoke with her about two examples: Easy, Tiger, a line of offbeat cards targeted at Millennials, and 5 Points, a pop-up retail concept that Hallmark launched last year.

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