DATRON Hallmark Cards Case Study

Representing about 50 percent of all greeting cards sold in the United States, Hallmark Cards employs more than 18,000 people and is represented in more than 43,000 retail stores throughout the country. These numbers alone justify the title “industry leader” but it is the behind-the-scenes diligence and attention to detail the helped them achieve these numbers in the first place. Hallmark is synonymous with quality where greeting cards are concerned because every facet of their creation is scrutinized – from the paper used to the thoughtful words and images … and subtly, but most notably, the elegant raised designs embossed in them. This story is about the countless dies needed to produce all of those embossed markings, as well as Hallmark’s decision to abandon the traditional nickel forming method due to irregularities in surface finish and unpredictability in terms of overall thickness and run quality with the dies. Specifically, this study details Hallmark’s selection of high-speed machining and the efficiency and cost-reduction associated with this change (the new process yields press-ready dies that are not only more consistent but are also less expensive to produce).

But, for a 100 year old company breaking tradition and embracing new technology is not always an easy process – particularly when the change can initially be disruptive. But, Doug Bowen, a senior engineer at Hallmark’s Advancing Technologies division, recognized early on that “Part of successful implementation is clearly articulating that a temporary disruptive impact to a production area may represent the best long-term solution,” Mr. Bowen explains. “Sometimes this phase can involve long, often passionate dialogue to determine the most appropriate course of action.” Plus, since Hallmark is known for quality, any new engraving process would have to maintain the distinctive look of hand engraving.