Athletes Past, Present Featured In Hallmark's Keepsake Ornament Sports Collection

Hallmark Cards does "extensive research ... into selecting which players to make into Keepsake Ornaments" during the holiday season, and the '14 figurine line "features both current and 'legendary'" NBA, NHL, NFL and MLB players, according to Ruth Baum Bigus of the K.C. STAR. The '14 collection includes nine football players, with former NFLer Tony Gonzalez as the "only player this year available in two versions," with one for the Falcons and one for the Chiefs. The Hallmark sports line also will feature athletes such as Flyers C Claude Giroux and Baseball HOFer Reggie Jackson, and each will "retail for $17.95." When the sports line began, Hallmark "worked directly with particular players and their agents to work out agreements to use their image for the ornaments." But the process "switched over" to the NFLPI in recent years, and Hallmark "now has a licensing agreement with the organization." About 18 months out, Keepsake Product Developer & Associate Merch Manager Beth Dorr, Product Development Manager & Sports Line Art Dir Charles Young and Hallmark Licensing Account Exec Brenda Gfeller "begin discussions." Young said they "watch the season and see who goes to the Pro Bowl or Super Bowl ... to give as much variety and authenticity” as possible. NFLPI VP/Licensing & Business Development Steve Scebelo "also works closely with the Hallmark team." He said, “You want players that resonate nationally. Fantasy football has had a big impact on merchandise sales.” Bigus notes the list of players to appear in the '15 line is "under wraps until the April release of the Keepsake Ornament Dream Book." Hallmark also "has pondered adding" Olympians or FIFA World Cup players. Currently, there "are no collegiate players featured" (K.C. STAR, 12/16).