What new experiences is Hallmark offering besides cards and movies?

Hallmark is launching a variety of live experiences, including branded cruises, a Christmas-themed event in Kansas City, and a planned nationwide auditorium tour called 'Stars on Tour'.

How popular have Hallmark's new experiences been?

Hallmark's first branded cruise sold out instantly, with thousands on a waitlist. The 2025 cruise doubled in size due to high demand.

When will Hallmark's 'Stars on Tour' begin?

Hallmark plans to test its 'Stars on Tour' auditorium experience in the summer of 2026, bringing a piece of their events to various cities across the country.

Home / Arts and Entertainment / Hallmark Goes Beyond Cards: Live Experiences Boom

Hallmark Goes Beyond Cards: Live Experiences Boom

13 Dec

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Summary

Hallmark is expanding beyond cards and media into a 'third pillar' of experiences.
Sold-out cruises and a Christmas experience in Kansas City show fan demand.
The company plans to host nationwide tours and other events year-round.

Hallmark Goes Beyond Cards: Live Experiences Boom

Hallmark is significantly expanding its brand presence by developing a robust 'experiences' business, positioning it as a crucial third pillar alongside its established card and media divisions. This strategic shift capitalizes on the deep connection fans have with the brand's storytelling.

The company has seen remarkable success with recent experiential launches, including its first Hallmark-branded cruise, which sold out rapidly with tens of thousands on waiting lists. Additionally, the Hallmark Christmas Experience in Kansas City has drawn large crowds, immersing visitors in festive scenes.

Looking ahead, Hallmark plans to replicate this success with a nationwide auditorium tour called 'Stars on Tour' in the summer of 2026 and aims to develop similar experiences outside of the holiday season, further solidifying its innovative approach to fan engagement.