US: Hallmark ties with Fox

Firm to use sound clips and images in new line of social expressions products.
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Hallmark Cards has sealed a new agreement with 20th Century Fox Licensing & Merchandising to develop a collection of social expressions products for a selection of its hit properties.

According to World Screen, Hallmark will create items such as cards with motion, intricate paper engineering and stereo sounds. Properties included in the deal are 24, How I Met Your Mother, Arrested Development, MASH and The X Files among others.

Meanwhile, Hallmark also now has access to films such as Night At The Museum, Alvin and the Chipmunks and Juno, plus classics including The Sound of Music, Miracle on 34th Street, The Rocky Horror Picture Show, Moulin Rouge and Planet of the Apes.

Hallmark and Fox previously worked together on a Simpsons line.

"We are very pleased to be collaborating with Hallmark on one of the biggest and best entertainment portfolios in the world," said Elie Dekel, executive VP of licensing and merchandising at Fox L&M. "Hallmark is a blue chip partner and category leader, who has already proven themselves experts in translating The Simpsons into a line of top selling cards."


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