Business News

American Greetings Pushes, Redefines the Envelope

Wednesday 20. May 2009 - First-ever Music And Sound Envelopes Bring Fun To Greeting Card Aisle

When the first gummed envelope appeared in 1851, it helped to revolutionize the postal industry and has remained almost completely unchanged from its humble beginnings as a simple letter wrap. Over one hundred and fifty years later, American Greetings (NYSE: AM) has announced the next generation of both the envelope and sound and music products with the first-ever music and sound envelopes.

This patent-pending design has an innovative mechanism in the opening flap, which triggers music or sound to be played each time it is opened. These mailable envelopes allow consumers to add a surprising burst of sound to almost any greeting card. The new envelopes also feature themed designs to create an exciting way to package a greeting card that’s not only visually appealing, but also a lot of fun.

“We know that consumers want to create memorable experiences when celebrating special occasions to show their friends and family just how much they care,” said Mary McClain, new product concepts creative director American Greetings. “Music and sound envelopes are a unique way to customize a song or sound clip to an already carefully selected greeting card and it adds such a wonderful surprise when the envelope is opened.”

Featuring a variety of songs and sounds, the collection has everything to delight recipients, ranging from “What I Like About You” by The Romantics, “You Got It (The Right Stuff)” from New Kids on the Block, and “Happy Birthday” to people cheering and animal noises. The envelopes are perfect additions to any birthday or other festive occasion.

Retailing for $3.49, music and sound envelopes can be found at leading specialty, mass, grocery and drug store channels nationwide.