Feb. 9—Hallmark Cards has created a new controlling position to advance the Kansas City-based company’s band of greeting cards that account Black culture.

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For added than 30 years, Hallmark’s Mahogany cast has offered birthday, anniversary and bells cards targeted to Black consumers. But admiral say the hiring of Alexis Kerr as a new carnality admiral should advice abound and drag that brand. In a account release, Hallmark says it is “building the cast to be added than a agenda line.”

“Hallmark’s advance in Mahogany will advice us deepen and strengthen our relationships with absolute customers, while additionally alluring new and assorted audiences,” Kerr said in a account release. “I am aflame to advance the aggregation as we advice added bodies alive caring and affiliated lives abounding of allusive moments.”

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Kerr ahead spent decades in the automotive industry. She best afresh formed as the arch of multicultural business for Cadillac.

“Alexis is a accurate baton in multicultural cast development and we’re captivated she’s abutting us to advance the advance of Mahogany,” Lindsey Roy, Hallmark’s arch business officer, said in a account release. “We see a abundant accord of abeyant in the ability of this cast as we assignment to actualize articles and adventures for our assorted chump base.”

Last week, Hallmark launched a agenda betrayal in anniversary of Black History Month, handing out one actor Mahogany cards in beneath than two days. The betrayal included one agenda from the new “Uplifted and Empowered” series, which was created by Black writers and artists.

That band celebrates Black animation while additionally acknowledging decades of abuse and injustices.

“My job at Hallmark is all about autograph those absolute words, words that alleviate and authority relationships together,” Courtney Taylor, a chief biographer at Hallmark, said about the greeting agenda line. “But there are not abounding cards that abode the adversity of race, cards that allege anon to the accuracy of Black experiences.”

The cards accommodate a array of letters and imagery. One showcases a Black anchor with the words, “I angle with you.” Another says “You’ve got a able voice.”

In a video about the new line, Taylor said the Uplifted and Empowered alternation accustomed Black creators to allege candidly about their own experiences.

“These cards are for us, by us,” Taylor said, “and that allows us to aloof admonish anniversary added that we matter.”

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