A brief history of Hallmark ornaments

When I was a young newlywed, I loved to go to the Hallmark stores and look at all of the beautiful ornaments.  I would hope that some would be leftover for the half off sale the day after Christmas so that I could possibly afford to buy one for us and then when the kids came along, I tried to buy them each one for their own trees one day.  These also sell very well at estate sales!  I thought that our readers might enjoy a brief history of these treasured ornaments.

Before the 1970s, decorating the family Christmas tree was a relatively straightforward affair. For most Americans, the options were limited to costly, imported German blown glass, simple glass or plastic balls in solid colors, or handcrafted pieces. Then, in 1973, everything changed when Hallmark Cards, Inc. entered the holiday market, not just with ornaments, but with a cultural revolution.

Hallmark’s entry into the space redefined the Christmas ornament, transforming it from a general decoration into a unique, year-dated, limited-edition collectible. This innovative approach made them an instant, massive hit with consumers and gave birth to the powerhouse known as Hallmark Keepsake Ornaments.

The groundswell began quietly. According to Hallmark historian and archivist Samantha Stephens, the company first tested the market in December 1972, placing four decorated glass ball ornaments in select stores. “They flew off the shelves,” Stephens explained.

The official launch arrived in 1973 with a line featuring six decorated glass ball ornaments and 12 distinct yarn ornaments, including “Mr. Santa,” “Mrs. Santa,” and an “Angel.” This initial line set the stage for what would become an archival collection of 10,000 ornaments and counting.

Today, the Kansas City-based giant releases an astounding approximately 450 new ornaments each year. These pieces capture everything from notable life events (graduations, new homes) and personal interests (hobbies, sports) to beloved licensed merchandise from the world of pop culture. The first licensed characters—Peanuts and Disney—debuted on Hallmark ornaments in 1977.

As the line expanded, consumers needed a way to track and anticipate the annual releases. Hallmark initially began publishing product catalogs in 1979, sharing photos and decorating ideas.  This promotional material evolved in 1990 into the cherished Dream Book, a direct response to collectors who told artists they were “dreaming” of the next year’s line.

The collectible community grew so passionate that the National Keepsake Ornament Club was established in 1987, boasting over 50,000 members across the United States and Canada. Exclusive, limited-edition pieces—such as the first in a new series or highly sought-after “repaints” (new colorways)—are often reserved for these club members or convention attendees.

Hallmark’s longevity is rooted in its memorable series, many of which are now vintage collector items. The longest-running series, The Frosty Friends, began in 1980 with the introduction of “Cool Yule.” Other highlights include:

• 1979: The “Here Comes Santa” series, starting with Santa’s Motorcar.
• 1981: The “Rocking Horse” series, which ran for 16 years.
• 1984: The “Nostalgic Houses and Shops” series, which remains in existence today.

The company is constantly looking forward. Senior Merchant Director Theresa McGeehan notes that the ornaments are an “intersection of art and science,” with a development process that works multiple years in advance. Modern releases poised to become future collectibles include miniature lines, Young Santa figures, gnomes, and pieces celebrating cultural hits like Hocus Pocus and Star Wars imagery from the 1990s.

Some of these ornaments can sell for hundreds of dollars on ebay so check your closet!  Happy Collecting!