Armadillos Giving Cupid Some Competition This Valentine's Day
New Cards Feature Some Surprising Ambassadors of Love

Contact: Laurie Henrichsen or Megan Ferington, 216.252.4938

CLEVELAND, Feb. 1 -- If Valentine's Day is the season for candy hearts, roses, and teddy bears then what are rhinos, armadillos, popsicles, toothbrushes and tattoos doing in the greeting card aisle? Meet the new look of love for romantics of all ages searching for something a little unexpected from their valentines.

Joining all of those classically romantic valentines featuring hearts, flowers, Cupid and traditional sentiments is a new batch of designs incorporating some surprising looks and messages. It's all part of the trend to address different personalities, lifestyles and forms of self-expression, according to trend experts at American Greetings.

"As the celebration of Valentine's Day has expanded, we've seen an increasing demand for cards that move beyond the traditional romantic images," said Jeanne Chouteau Adams, American Greetings Valentine's Day design expert. "Some of our newer cards feature designs that are more contemporary, unexpected and even a little offbeat.

"Cards have evolved into a form of self-expression for many people. Everything about a card can be a reflection of your personality and style. Hearts, Cupid and roses resonate with many people, but there are others that are looking for something different to express their thoughts and feelings at Valentine's Day."

One card uses tattoo-like colors, fonts and artistry to express love from a wife to her husband. The red, black and white valentine has a heart with an arrow through the center and a movable spinner that reveals the husband's best traits, including "smart," "talented,"
"strong" and "funny."

Animals not typically thought of as cute and cuddly are also appearing on several valentines this year as the perfect symbols of new love. One card shows two rhinos exchanging Eskimo kisses in front of a purple-colored heart. Inside, the message intended for a new relationship reads: "When we first met, I just looked at you and thought, 'He's so weird.' Maybe that's why we get along so well." A card with a cartoon drawing of two armadillos says: "No hearts. No flowers. Just an uncomplicated wish - Happy Valentine's Day."

"Our artists are often inspired by the everyday situations around them," said Choteau Adams. "That's where many of the ideas came from for the new symbols on our Valentine's Day cards this year. We know, for example, that the simple act of storing two toothbrushes in a shared glass is a sign of everyday intimacy and comfort between two people. So one of our cards features a drawing of drinking glass with two toothbrushes inside, and the words: `So happy together.'"

This year's crop of Valentine's Day cards from American Greetings also proves that even household items can have a romantic side when paired with the right colors, messages and attachments. For example, a polka dot lamp with a fuzzy, textured fuchsia shade and attached silk tassel adorn the front of one card. The romantic message is revealed by lifting the lampshade and reads, "You're the one who turns me on. Happy Valentine's Day."

American Greetings traditional and non-traditional valentines, as well as cards for expressing love anytime of the year, can be found at participating drug chains, grocery stores and supercenters nationwide, as well as in American Greetings and Carlton Cards retail stores.

About American Greetings Corporation
American Greetings Corporation (NYSE: AM), is one of the world's largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, 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 $1.8 billion. For more information on the Corporation, visit http://corporate.americangreetings.com.

Note to Editors: For More Valentine's Day story ideas and downloadable images of cards, visit the company's press room at http://pressroom.americangreetings.com/.