Rock the Cradle Like a Modern Mom
New Styles and Increased Personalization Mark Today’s Baby Preparations

Cleveland, Ohio (July 2008) – From the moment a mommy-to-be gets her “BFP” (Big Fat Positive) as in a pregnancy test, it becomes an adventure to find creative ways to let friends and family in on the news. Some wrap personalized baby bibs as gifts, some might send a simple email and others even plot elaborate reveals. And just as their means of telling everyone the good news differs, so do the ways they get ready for their soon-to-be bundle of joy, and the way they celebrate their new bouncing addition to the family.

Trend experts at American Greetings closely follow developments in baby preparation and celebration, and have seen a definite shift toward a stylish, personalized and well-documented birthing experience.

“Welcoming a baby with style has become a celebrated event, especially with celebrities setting such a high standard,” said Amy Lane Williamson, baby trend expert from American Greetings. “Getting ready for baby today is very different from even a few years ago. Today’s moms have birth plans, co-ed showers and plan nurseries that go well beyond the traditional gender-based pink and blue color schemes.”

Popular nursery décor has evolved to incorporate trendy home colors, such as aqua, tangerine, apple green and yellow. The move to a more gender-neutral style is also reflective of another trend--approximately 30 percent of couples are waiting to find out the gender of their child. Putting off on learning the gender of a child also has practical benefits, as having gender-neutral nursery décor allows for the items to be used again if the couple has another baby.

“To reflect the overall trend in planning among today’s moms, we have incorporated many of these fresh color schemes in our newest card designs and gift packaging,” said Williamson. “We’re also using a lot of popular textural elements that evoke the emotions of having a baby, including fabrics such as felt and corduroy, embroidery and a hand-stitched look is very popular.”

That personal touch

Another trend among today’s moms-to-be is putting more focus on communicating their experiences, and recording every detail for posterity. From the many “mommy blogs” to the popularity of scrapbooking every little milestone, modern moms are sharing every intimate detail of their pregnancies and preparations for baby.

“Our newest line of baby cards and keepsakes are designed to help the mother-to-be to create a lasting record of baby’s arrival,” said Williamson. “From beautifully embellished photo holders to scrapbook-quality cards with fabric details, there is a card for any moms keepsake box.”

American Greetings cards, wrap and accessories for baby showers and new babies can be found at participating drug chains, grocery stores and super centers nationwide, as well as 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 net sales of approximately $1.8 billion. For more information on the Company, visit http://corporate.americangreetings.com.