Heartfelt Surprises in the Card Aisle This Mother’s Day

Cleveland, Ohio (April 2009) –When it comes to finding the perfect card for Mother’s Day, mom (and her children) really do know best. Just ask the creative team at American Greetings Corp (NYSE: AM) who reach out to countless mothers and children every year to learn about the different relationships that are celebrated. Through these interactions it also becomes clear just how much pleasure shoppers take from finding a great card for their one-of-a-kind mom.

In addition to reviewing trends and research around the holiday, the Mother’s Day team sits down with children and moms to learn what they want in cards they will give and receive. The creative team also focuses on the words and sentiments mom and her children share during these informal sessions. This helps them to craft messages that reflect authentic sentiments for every relationship, on cards that meet the needs of all shoppers.

According to the greeting card company, moms and children had a lot to say about what they are looking for this year. For mom, the desire for cards offering warm, appreciative messages was a top request. However, another common note was that subtle enhancements or surprises in a card really add to the emotion that the greeting evokes. For her children, the main need was for new ways to add more of their personality and sentiments to the cards they give.

To offer something for every relationship, American Greetings has introduced new cards this Mother’s Day that ensure mom will be as delighted by the warm, heartfelt greeting she receives, as her child is proud to send it.

Nothing makes mom feel more special than the handwritten note included in her Mother’s Day card. This year senders can take that personalization even further by adding their own voice. New recordable greeting cards give consumers the opportunity to add their audio signature with the help of a special feature called the P.S. button. Mom can then press the P.S. button to hear the sweetest postscript she has ever received. Shoppers can choose from six designs, including some that feature music.

Another surprising way to show appreciation this Mother’s Day is with all-new audio envelopes that include music or sound. These special envelopes do more than just release an appropriate tune or sound bite, they also create a memorable experience for mother and child. Now shoppers can find the perfect card and accent it with a song or sound that can help to set the tone for the greeting, and let mom know that this special day is all about her.

Consumers can find great Mother’s Day greeting cards, wrapping paper, gift bags and accessories at participating drug chains, grocery stores and super centers nationwide, as well as in American Greetings and Carlton Cards retail stores. Shoppers can also connect online by taking advantage of the great offerings that can be found at AmericanGreetings.com and PhotoWorks.com.

About American Greetings Corporation
For more than 100 years American Greetings Corporation (NYSE: AM) has been a manufacturer and retailer of innovative social expressions products that assist consumers in enhancing their relationships. The Company’s major greeting card brands are American Greetings, Carlton Cards and Gibson, and other paper product offerings include, DesignWare party goods, American Greetings and Plus Mark gift-wrap and boxed cards and Date Works calendars. American Greetings also has the largest collection of electronic greetings on the Web, including cards available at AmericanGreetings.com, through AG Interactive, Inc., the company’s online division. AG Interactive also offers digital photo sharing and personal publishing at PhotoWorks.com and Webshots.com, and a one-stop source for online graphics, animations, emoticons, text generators, and more at Kiwee.com. In addition to its product lines, American Greetings also creates and licenses popular character brands through the American Greetings Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.8 billion, and its products can be found in retail outlets domestically and worldwide, including company owned American Greetings and Carlton Cards stores. For more information on the company, visit http://corporate.americangreetings.com.