In addition, the company owns the Carlton Cards, Tender Thoughts, Papyrus, Recycled Paper Greetings and Gibson brands.

The company started using self-serve display cabinets for its greeting cards in 1929 further cementing its position in the market.

In 1972, the company introduced Ziggy, created by Tom Wilson, which soon had a newspaper cartoon strip generating additional income.

While they had a net income increase of 613 percent over ten years, Hallmark still maintained its market share.

Weiss had streamlined operations, cut costs, and decreased its card idea development time frame to market.

Fruchtenbaum stressed information systems technology with the development of software to aid the sales force, to managers and their retailers in order to track inventories and trends.

method, Hallmark in 1992 sued AG over patent infringement with a 1995 settlement that allow both to use the technology worldwide.

American had also made deals with online services, Prodigy, CompuServe, and Microsoft Network in early 1996.

CreataCard had 3,000 predesigned greeting cards, invitations, stationery, and announcements, and three methods of fulfillment: print on home printer, by e-mail or via the company's center.

Contempo Colours, a party goods company in Michigan with licenses including Monopoly and Sesame Street, was bought in August 1999 to add to DesignWare.

In 1998, Camden Graphics Group and Hanson White Ltd. were purchased to add to its UK operations, while in 1999, a majority stake in Memory Lane Sdn Bhd, a Malaysian greeting card company, brought American to Asia for the first time.

[9] Through the Gibson purchase, American gained its strong UK unit and a 27% stake in Egreetings Network Inc.[6] In 1998, the company shares moved from trading on the NASDAQ to the New York Stock Exchange.

AmericanGreetings.com, Inc., while not turning a profit, was announced in June 1999 to be taken public, but was withdrew due to the early 2000 tech stock collapse.

[6] In March 1999, Hallmark started a price war with the introduction of a 99-cent card line forcing American to do the same.

In 1999, the implementation of a new inventory system slowed shipments to retailers, but this reduced sales by $100 million, a 1.5% decrease, ending a 93rd consecutive year of increasing revenue.

[6] Fruchtenbaum was terminated in June 2000 for insider trading policy violation after the board learned that he purchased stock via options, then sold them in December 1998 before the announcement of the new inventory system implementation's expected loss.

[6] In its online sector in 2001, American Greeting purchased the Egreetings Network shares that Gibson did not already own.

[6] While the online operations expected to become profitable by the fourth quarter 2002,[10] the division had a lower loss than in the prior year.

[11] In July 2004, American Greetings sold MagniVision to an affiliate of Foster Grant sunglasses manufacturer.

[12] In October 2005, American Greetings recalled its Sesame Street toy sunglasses sold from December 2003 through August 2005, because the lenses can separate from the frames, posing a choking hazard to young children.

In 2014, American Greetings sold its Brooklyn, Ohio headquarters to developers and began renting its current offices from the new owners until the move to Westlake.

UK Greetings' card brands at the time were Camden Graphics, Hanson White, Forget Me Not and Xpressions.

[19] American Greetings went private once again in mid-2013, thus removing itself from all the public markets, agreeing to pay $18.20 per share, valuing the company at $878 million.

[2] In 2018, the Weiss family sold a 60% majority stake of the company to the investment firm Clayton Dubilier & Rice (CD&R).

[23] In January 2020, partially owned Schurman Retail Group filed for Chapter 11 bankruptcy, resulting in the closing of all of its stores, including American Greetings locations.