Hallmark Keepsake Ornaments: Revolutionizing Holiday Decorating

Hallmark took traditional Christmas tree decorations and launched their own innovative new versions. Round balls were the first commercially made glass Christmas ornaments. Among Hallmark’s earliest ornaments were glass balls. The shape was traditional--but artwork printed on a plastic sleeve and then heat-shrunk to the ornament was an innovation.

Since the late 1800s, blown-glass figural ornaments -- shapes that can represent virtually any object -- have been popular. Hallmark launched their own innovative versions, taking figurals to an entirely new level by introducing more imaginative designs played out in rich detail.

Hallmark began producing ornaments that reflected popular culture trends. Fans loved these ornaments featuring characters and objects from their favorite movies or television shows. Ornaments, like this one depicting Star Trek's Starship Enterprise, were new to American Christmas trees.

By the mid-1970s, Hallmark had established a studio where artists, sculptors, designers, and engineers worked together to create an increasing number of ornaments. Linda Sickman, a longtime artist at Hallmark before she became one of the first artists in the Keepsake ornament studio, captured the fantasy of a North Pole circus with this Polar Circus Wagon.

Hallmark artists add rich, imaginative detail to sculpted figural ornaments. Personal connections and inspirations often play a role in their designs. Artist Tracy Larsen references her daughter Sophie in this ornament -- the set of blocks spells out her name. And the voices of the children reading Christmas letters to Santa are children or grandchildren of Hallmark employees.

Inspired by a trip to an amusement park with his son, artist Ken Crow dreamed up an ornament with a moving roller coaster, Ferris wheel, and carousel. Collaboration with Hallmark engineers overcame technical limitations, creating a truly magical experience.

"The Family Room" ornament incorporates the talents and contributions of nineteen Hallmark artists. Each artist crafted an element for this vignette, including a battery-operated clock and a radio broadcasting a Santa sighting.

Lights added a warm glow to Hallmark ornaments in 1984. Since then, the company also added motion and sound effects to certain ornaments, blending art and leading-edge technology to bring the ornaments' stories to life. In 1987, Hallmark designated these technologically enhanced creations as "Magic" ornaments.

Motion, light, and sound provide humor in this creation by artist Ken Crow. Reindeer work feverishly to free Santa Claus stuck in the chimney. The commotion wakes everyone, and lights flash throughout the house while "Up on the Housetop" plays in the background.

Motion, light, and sound are not the only effects added to a Hallmark ornament. Not only does this ornament's oven light glow, but a fragrance insert emits a sweet smell -- warm cookies just out of the oven!

Hallmark marketed its first commemorative ornament only a few years after it launched its new ornament line. Commemorative ornaments began a new holiday tradition, celebrating personal milestones, anniversaries, and new beginnings.

In 1981, Hallmark introduced ornaments that could hold family photos reflecting personal memories. This new marketing strategy put “you” on the tree. Other companies quickly followed.

Hallmark introduced the concept of an ornament series -- a variation on a design or theme available each holiday season. Hallmark has marketed hundreds of ornament series to eagerly awaiting consumers. Some ornament series lasted a few years; others continued for decades. The Rocking Horse series ran from 1981 to 1996.

Hallmark introduced its Keepsake Miniature Ornaments line in 1988. The company created these tiny ornaments to decorate tabletop trees. Many of these miniature ornament designs reflect similar themes found in regular Keepsake ornaments -- just in a smaller version. Others are unique to Keepsake miniatures.

Hallmark built on the success, introducing other seasonal lines that expanded decorating possibilities year-round. Hallmark began producing Spring and Easter ornaments in the early 1990s.

A few years after releasing Spring and Easter tree decorations, Hallmark introduced Halloween ornaments, capitalizing on that holiday’s growing popularity.

Hallmark launched its Keepsake Ornament Club in 1987. This company-sponsored national club offered fans sneak peeks, exclusive offers, behind-the-scenes stories, special collector events, and access to ornaments produced exclusively for club members. Membership promised fun and community, connecting tens of thousands of people who loved Hallmark Keepsake ornaments.