Don’t Call Them Mr. Mom, but…
Silver Anniversary of Classic Comedy Playing Out in Real Life

Contact: Frank Cirillo, 216.252.4938

Cleveland, Ohio (May 2008) – In 1983 Michael Keaton took on a role that seemed so farfetched to men everywhere that they were rolling up and down the aisles with laughter. The classic comedy, “Mr. Mom,” toyed with the conventions of marriage and parenthood, basically examining what life would be like if the husband was responsible for everything that moms do. Today however this bit of Hollywood fiction is much more of a reality. In fact, in the past decade the number of stay-at-home dads has tripled.

The impetus for this transition can be traced back to the roots of marriage. Today couples are waiting longer to marry and thus are more settled into their lives. Being more advanced both personally and professionally has led to more partnership among today’s husbands and wives, and much more give and take in the challenging task of bringing up kids.

Today’s dads more like mothers?

While more dads are staying home, even those who balance work and family are becoming more in tune with their maternal side…so to speak. Through research on the new role of dad in the family, sociologists have found that dads today hug their kids more, help out with homework more and tell their children they love them more often. In fact, sociologist Scott Coltrane of the University of California, Riverside was quoted in a piece for Time magazine last October stating that, “fathers are beginning to look more like mothers.”

Showing a more sensitive side and forging a truer partnership with mom are only some of the things that today’s dads are doing. And yes even with the new face of dad in society the old conventions still apply. He is still the Mr. Fix-It, grill master and tool extraordinaire that we have come to know and love, but now he also devotes significant time and attention to his family.

Celebrating today’s dads

This Father’s Day, celebrated Sunday, June 15, will be very similar to those past. Dads will receive thoughtful gifts and cards that explain how great he is, and possibly poke a little harmless fun at his expense. But the sentiments behind the celebration and gifts reflect more personal relationships on the whole. For instance, the newest greeting cards for dad still have a great focus on humor, but they also include more conversational copy and real-life situations to reflect the closer bonds shared today.

And while no one is advised to address any cards, To: Mr. Mom --- telling him just how great he is in a way that truly reflects the relationship you have would probably be the best gift he could ask for.

The newest offerings for Father’s Day can be found at participating drug chains, grocery stores and super centers nationwide, as well as in American Greetings and Carlton Cards retail stores. Visit www.americangreetings.com/retailers for store locations.

About American Greetings Corporation
American Greetings Corporation (NYSE: AM) is one of the world's largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, stationery, calendars, ornaments and electronic greetings. Located in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.8 billion. For more information on the Company, visit http://corporate.americangreetings.com.