Hallmark grows relationship with Design Objectives

Expanded deal covers new properties and product categories.
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Craft specialist Design Objectives has extended its existing deal with Hallmark, to cover new properties and product categories.

The two companies have been working together for the past three years on the Forever Friends brand, which is one of Design Objectives' lead licences.

DO will be building on its launch ranges of Forever Friends craft products this year, with a wider offering in 2012. Over the past three years, the brand has been built up to include over 400 products, including two triple crafting CD-Rom sets (sold via TV shopping partner Ideal World), and an exclusive Black & Gold collection (which has become a best seller in Hobbycraft).

The new deal also means that Forever Friends will move into new categories, including kids crafting.

Other Hallmark properties - such as Country Companions and Lucy Cromwell - are also included in the deal.

"Our relationship with Hallmark and their licensing team strengthens each year, as we work creatively on new revenue streams and wider portfolio opportunities," said Becks Fagg, head of product at Docrafts. "We value the Hallmark licence as we see it as a key stone for our company moving forward."

Julie Michell, licensing manager at Hallmark, added: "Design Objectives are a great company to work with and we highly value our partnership."

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