To be the global leader in personal communications products and services through a multi-national strategy executed in each region of the world.

To enhance and nurture regional customs of self expression, personal communication and celebration.

To forge an international leadership reputation for excellence in all that we do.

To establish the Hallmark trademark as a globally recognised and consumer preferred brand, and our regional brands as leaders in their respective markets.

To foster the Hallmark feeling and caring attitude with employees, licensees, distributors, customers and consumers.