Baby Boomers are re-shaping the image of grandparents

Cleveland, Ohio (August 2007) – The latest U.S. Census reports that there will be more than 70 million celebrants this Grandparent’s Day, commemorated this year on Sunday, Sept. 9. However, many of these 70 million defy the typical image associated with the role. In fact, with more Baby Boomers becoming grandparents, the concept of “grandma and grandpa” has been altered significantly, as has the relationship they share with their grandchildren.

Thanks to modern medicine, today’s grandparents are entering their later years much healthier than the generation before them. Because of this they are able to enjoy favorite activities, maintain their careers a little longer (if they wish) and most importantly spend even more time connecting with their families.

This new connection is most evident in the bond between today’s grandparents and grandchildren. With more common interests and activities to share, the relationship has evolved. The main reason for this can be traced to the fact that these two generations have more in common than any past grandparent-grandchild combination.

For instance, just as grandchildren today are learning to get into everything from iPhones to MySpace, so are their grandparents. In fact, Grandparents.com, a new social networking site aimed at Baby Boomers, is set for launch this fall.

To commemorate this modern relationship, the newest cards for the holiday feature more conversational copy to better communicate the rapport today’s grandparent and grandchild share. The look of the cards is also indicative of a group of recipients that are keener on the latest fashions. Vibrant and offbeat color schemes, twists on conventional designs, special finishings and attachments are all included to add a little more style to every card.

The new collection of Grandparent’s Day cards 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 expressions products and greeting cards. Its product lines include gift wrap, party goods, stationery, calendars, ornaments and electronic greetings. Headquartered in Cleveland, Ohio, American Greetings generates annual net sales of approximately $1.7 billion. For more information on the company, visit http://corporate.americangreetings.com.