Turbulent Times Lead to Popularity of Peace Theme on Holiday Cards

Contact: Laurie Henrichsen or Megan Ferington, 216.252.4938

CLEVELAND, Dec. 5 -- From the black and white console televisions and 8-track players of bygone days to the plasma TVs and digital cameras of today, the most-wanted holiday gifts have always changed with the times. But one wish has outlasted them all.

"World peace" has appeared in the top 20 Christmas wishes on ABC News' annual poll every year since 1958. As a reflection of this recurring wish, peace also is a common theme on holiday cards and one that has expanded in recent years, according to Tina Benavides, American Greetings holiday card trends expert.

"Peace has always been a popular message for holiday cards, but since September 11th, we have seen a steady growth in consumer demand for cards that extend wishes for peace to family and friends at the holiday season," she said. "As a reaction to the war and violence so prevalent in the world around us, peace is a universal wish that has meaning for everyone."

American Greetings continues to expand its selection of peace-themed cards each year, and the 2006 holiday collection includes more than 50 designs that share a message of peace and hope. Benavides added that the cards were created to have a calming affect on the recipient by combining short messages and delicate designs to illustrate a simple wish for peace.

"Part of the appeal of the peace cards is that they are not traditional religious or spiritual messages," Benavides noted. "These cards are appropriate for anyone to send at this time of year to friends and colleagues of any faith."

One striking example from American Greetings this year is an Asian- inspired card with a Zen-like message on the front. The card features an elegant textured white stationery paper insert against a soft green background. The word "Peace" is spelled out in English letters as well as Chinese characters on the front. The message inside reads, "Let tranquility happen. Enjoy the Holidays."

Peace-themed cards tend to be more contemporary than traditional in design, often using unusual art and trendy color combinations to create a mood or evoke an emotion, Benavides said. An elaborately designed card in shades of ice blue and ivory combines soft snowflakes, holly and a small bird with the word "Peace" on the front. "Connected by something greater," reads the accompanying message. Inside, the same elegant patterns repeat, with the addition of the word "Love" in blue and the message "Merry Christmas."

The theme of peace, combined with contemporary design elements, is also used to convey romantic messages. One card reminiscent of the '60s that shows a silhouetted hand posed in the familiar peace symbol set against a black background. The card's message is part of the art as it flows down the side and along the bottom of the card, reading: "In your arms, Peace; In your kiss, Love." "Merry Christmas with love" is printed on the inside in rainbow lettering.

Folk art-inspired designs also blend nicely with messages of peace on another selection from American Greetings. A card features the white silhouette of a reindeer against a chocolate brown background, surrounded by blue and metallic silver snowflakes. The message in silver lettering reads, "To cherish peace and good will is to have the real spirit of Christmas. My holidays mean so much more because of friends like you."

"Peace on earth is a timeless, enduring message, that transcends political boundaries or religious affiliations," Benavides said. "In an age when news of violence and unrest constantly bombard us from all corners of the world, the desire for peace is more relevant than ever.
This year, our artists and writers focused on new, more meaningful ways to express this classic Christmas wish."

American Greetings 2006 holiday cards are available at major super centers, grocery and drug stores nationwide as well as in American Greetings and Carlton Cards card and gift shops.

About American Greetings Corporation
American Greetings Corporation (NYSE: AM), which celebrates its 100th anniversary in 2006, is one of the world's largest manufacturers 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 $1.9 billion. For more information on the Corporation, visit http://corporate.americangreetings.com.