American Greetings Pushes, Redefines the Envelope

American Greetings Pushes, Redefines the Envelope

First-ever Music And Sound Envelopes Bring Fun To Greeting Card Aisle

CLEVELAND, May 19 /PRNewswire-FirstCall/ -- 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. Visit www.corporate.americangreetings.com for more information or store locations.

About American Greetings Corporation

For more than 100 years, American Greetings Corporation (NYSE:AM) has been a manufacturer and retailer of innovative social expression products that assist consumers in enhancing their relationships. The Company's major greeting card brands are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods, American Greetings and Plus Mark gift-wrap and boxed cards and DateWorks calendars. American Greetings also has the largest collection of electronic greetings on the Web, including cards available at AmericanGreetings.com through AG Interactive, Inc. (the Company's online division). AG Interactive also offers digital photo sharing and personal publishing at PhotoWorks.com and Webshots.com and a one-stop source for online graphics and animations at Kiwee.com. In addition to its product lines, American Greetings also creates and licenses popular character brands through the American Greetings Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.7 billion, and its products can be found in retail outlets domestically and worldwide. For more information on the Company, visit http://corporate.americangreetings.com/.

First Call Analyst:
FCMN Contact: frank.cirillo@amgreetings.com

Source: American Greetings Corporation

CONTACT: Frank Cirillo of American Greetings Corporation,
+1-216-252-7300 x4806, frank.cirillo@amgreetings.com

Web Site: http://www.americangreetings.com/

Company News On-Call: http://www.prnewswire.com/comp/044150.html

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Profile: International Entertainment