Holly Hobbie Is Back --
American Greetings Re-launches Classic '70s Character

CLEVELAND, April 14 /PRNewswire-FirstCall/ -- Holly Hobbie, the charming girl in the oversized, blue chintz bonnet, was a household name to millions of women around the world for three generations. The iconic character, who personifies childhood innocence, debuted in 1967 on a line of American Greetings cards, and was one of the first licensed characters in history to break a billion dollars in retail sales. Now, she is staging a comeback with the help of American Greetings and Nickelodeon & Viacom Consumer Products.

The re-launched Classic Holly Hobbie will feature contemporary color palettes and patterns combined with some of the character's signature verses on a wide variety of licensed products, including greeting cards, collectible gifts, bedding, kitchen domestics, wall coverings, nursery products and more. Nickelodeon, which handles the licensing for SpongeBob SquarePants and Dora the Explorer, will partner with American Greetings and its subsidiary, Those Characters From Cleveland, to reintroduce the popular character to those who fondly remember her from the '60s and '70s, as well as to a whole new generation of fans.

According to Michael Brown, vice president of Licensing for American Greetings, today's renewed focus on home and family, combined with a longing for simplicity, honesty and core values, makes the timing ideal for bringing Holly Hobbie back. "Consumer research shows strong recognition of the character as well as a great deal of interest in buying new products featuring her likeness," he said.

"We expect Holly's reintroduction to be as successful as those of our other comeback characters," he added. American Greetings' Care Bears and Strawberry Shortcake have had astounding re-launches of their own in recent years with combined international retail sales topping almost $2 billion since 2002.

This time around, the nostalgic character is being reintroduced with the help of a high tech touch. Her official Web site, www.HollyHobbie.com, connects consumers with other fans, informs them of the newest Holly Hobbie products and promotions, and provides ideas for crafts and projects.

The full rollout of classic Holly Hobbie products is scheduled throughout summer and fall this year. Currently, a new gift and home decor line is being offered exclusively at American Greetings and Carlton Cards stores across the U.S. and Canada, and online at www.CarltonCards.com, just in time for Mother's Day. The collection includes greeting cards, six hand-painted figurines, a miniature porcelain tea set for one, a ceramic frame and vase, accent pillows and nested heart-shaped boxes.

In spring 2006, American Greetings and Nickelodeon will unveil Holly Hobbie & Friends, a contemporary evolution of Classic Holly Hobbie geared to today's young girls, aged 4 to 8. Maureen Taxter, senior vice president, Nickelodeon & Viacom Consumer Products, said the timing could not be better for bringing Holly Hobbie back.

"We're proud to be working with American Greetings to not only reintroduce her to those she grew up with, but to attract a whole new generation of fans," she added.

About American Greetings

American Greetings Corporation (NYSE: AM) is one of the world's largest creators, manufacturers and distributors of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, candles, stationery, calendars, educational products, ornaments and electronic greetings. American Greetings is also the creator and owner of many celebrated character properties, including Strawberry Shortcake and Care Bears. Located in Cleveland, Ohio, American Greetings generates annual net sales of approximately $2 billion. For more information on the Corporation, visit http://corporate.americangreetings.com/.

About Nickelodeon

Nickelodeon, which is in its 26th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in 88 million households and has been the number- one-rated basic cable network for more than nine consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.

NOTE TO EDITORS: High res 300 dpi jpg images of the classic Holly Hobbie "Blue Girl" icon and new Holly Hobbie products are available upon request. Phone interviews with an American Greetings' spokeswoman and a Holly Hobbie fan-memorabilia collector are also available.