Mother's Day 2016: Hallmark Releases New Cards That Feature Modern-Day Family Structures

Our constantly shifting society has given birth to diverse and unconventional relationships. This is why Hallmark has released new Mother's Day 2016 cards that will not just showcase moms as homemakers, but also modern-day family structures.

Hallmark Cards creative director Lauren Benson said the company decided to sell Mother's Day 2016 cards that symbolize the diverse types of relationships in our present society, USA Today reported. Now, customers can purchase Mother's Day Hallmark cards that highlight the LGBT community, stay-at-home fathers and divorced parents.

Millennials Targeted

BrandSimple Consulting founder Allen Adamson said diverse cards are a win for millennials. Why? Because these younger groups are more vocal when it comes to their support for same-sex relationships, the news outlet added.

Marketing professor Barbara Khan of the University of Pennsylvania's Wharton School said the youth will not buy greeting cards that they cannot relate with. Hallmark's inclusive move for this year's Mother's Day 2016 celebration will likely attract more buyers and further grow the company's reach.

You can check out and purchase the new Mother's Day 2016 cards on Hallmark's official website. You can also buy them from select Hallmark Gold Crown stores and retailers globally that offer Hallmark cards.

Hallmark made over 1,100 cards just in time for this year's Mother's Day 2016 celebration, which falls on May 8, Sunday. With so many varieties to choose from, buyers will not have a hard time looking for a card that will touch the recipient's heart.

More Special Offers For Mother's Day 2016

Hallmark, established in Missouri by Joyce Hall in 1910, began making Mother's Day cards in the early 1920s. This month, Hallmark also announced the Mother's Day Hallmark Signature, which features cards with meticulous and sophisticated designs alongside abridged but sweet messages.

According to PR Newswire, Hallmark Signature cards are handmade and have embossed or foiled letterings and designs. It also comes with crafty embellishments like fabrics, beads and gems, among others

In line with the Hallmark Signature cards, the company urges people to use the hashtag #NoOrdinaryMom across social media platforms to honor the efforts of their mothers. The hashtag is meant to promote the celebration of mothers across around the world for Mother's Day 2016.

Hallmark Partners With Rokkan For Mother's Day 2016

For Mother's Day 2016, Hallmark also partnered with creative organization Rokkan for a new campaign that will pop up on participating TV, radio, digital and social channels. The campaign focuses on the emotional bond of a mother and her daughter, as well as how that connection shifts as time passes, PR Newswire wrote.

Hallmark and FTD Flowers also collaborated for the creation of a perfect Mother's Day gift. Buyers can now choose from eleven bouquets that feature pretty and artfully arranged flowers.

The collections all come with a tag that reads "Mom is another word for love," PR Newswire reported. You can purchase them on FTD's official site.