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Hallmark’s Mahogany card brand will be adapted into TV movies next year.

Sep 07 2021

Hallmark’s Mahogany card brand will be adapted into TV movies next year. For more than 30 years, Black families have celebrated holidays and occasions with Hallmark’s Mahogany cards. Now, the line is being adapted into TV movies as part of their Hallmark Movies & Mysteries offerings starting in 2022. The company says they were “uniquely positioned” to take on the endeavor because of the strong “emotional core” between the company and its consumers. Crown Media Family Networks senior VP of programming and development Toni Judkins recalls going into Hallmark stores when she was younger to see the “textured cards featuring images or illustrations of Black women wearing jewel tones, sometimes with head scarves to cover their crowns” and mentioning specific details like using coconut oil lotion, and how she appreciated their understanding and respect for Black culture. She added: “It was a brand that I love and have known for decades. It just seemed like the most natural, authentic thing to do, to translate and take the inspiration behind the Mahogany card brand and bring it to air.” (Variety)