Share a Hug app and website refresh part of 25th anniversary celebrations.
Hallmark UK is launching its first smartphone app for Forever Friends.
The Share a Hug app to send cute, animated mesages to friends and loved ones and is free to download.
Using a bank of animated actions, users are asked to record the Forever Friends bear completing a series of gestures (such as presenting a flower) and attach a personalised message through Facebook or email.
The launch of the app is the latest in a number of investments Hallmark has made in the brand to celebrate its 25th anniversary.
The newly updated Forever Friends website has already welcomed over 350,000 members.
"With our new Forever Friends website and smartphone app we hope to reward our loyal customers for their ongoing support and change the way they connect with us in the future," said Jacquie Costello, brand manager for Forever Friends at Hallmark UK.