Hallmark was at New York Comic Con showcasing 2017 items, including upcoming ornaments, their Itty Bittys plush line, and a new vinyl series called Squeelys. The most radical reveal, however, was Hallmark’s branding of its more collector-friendly items.


Pop Minded (Hallmark.com/popminded) is Hallmark’s way for pop culture fans to more easily identify and find hot new licensed collectibles – be it Star Wars, The Walking Dead, or Transformers – without wading through the unattractive adult stuff, such as Precious Moments, Yankee Candle and Hallmark Cards. Pop Minded is all about making Hallmark hip and attractive for its intended audience. It’s a brilliant branding strategy; one that is long overdue. While many collectors have known about Hallmark’s many wonderful ornaments for years, Pop Minded is sure to bring new fans into the fold. It’s also a great way for Hallmark to branch out with new merchandise, such as their Itty Bittys and Squeelys mentioned earlier.


New Itty Bittys on display included a wealth of new licenses, including ALIEN, The Walking Dead, Marvel, Star Wars, and DC Comics. The small super deformed plush have a lot of pop culture appeal, especially at $6.95 each.


Squeelys remind me of Rat Fink, without the edginess. DC Comics superheroes highlighted the new vinyl series, and while unique in Hallmark’s mash-up of hot rods and hot licenses, Squeelys overall struck me as a bit silly.

For a look at more Itty Bittys, Squeelys and 2017 Hallmark ornament previews, follow the link below!


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