Hallmark has extended its existing deal for Purple Ronnie, inking a new four-year agreement with Coolabi.
Since becoming the greetings card licensee in 2004, Hallmark has sold more than 50 million Purple Ronnie cards and is currently selling in excess of seven million annually.
"People of all ages have been expressing themselves with Purple Ronnie for more than 20 years, and the brand continues to win fans with its witty poems and illustrations," said Anna Hewitt, head of licensing at Coolabi.
"Hallmark has played an enormous part in driving the brand's popularity through the UK greetings cards market over recent years, and they continue to prove the ideal partner for Purple Ronnie."
Melanie Beer, licensing director at Hallmark, added: "We're delighted to have secured an extension for this popular and witty card range, and will continue to work closely with Coolabi to ensure all seasons and occasions are maximised."
Coolabi recently launched a Purple Ronnie Facebook app - Purple Ronnie's Express Yourself - which has attracted in excess of 25,000 active users on Facebook in four weeks.