The popular greeting card company Hallmark is selling cards to affirm those who identify as “transgender” and to celebrate those who are undergoing gender “transitions,” the company has confirmed.
“Hallmark is committed to helping people share what’s in their hearts with those they love, and we strive to be inclusive and relevant with our products,” the company said in a statement this week, as reported by Bustle. “We are committed to reflecting people’s real lives and enriching their relationships, and our mission includes all people.”
While Hallmark began making its transgender line available in 2015, the offering just recently came to light. The company features a variety of cards on its website for homosexual relationships and transgender identification.
“Your identity is who you are. Wear it proudly, celebrate it with loved ones, and love out loud,” the site reads. “Hallmark is proud to offer a wide selection of greeting cards crafted to capture the colorful, inspiring LGBTQIA community in all of its shapes and forms.”
“Regardless of orientation or identity, whether you’re in a same-sex relationship or one that transcends labels, we are here to help you celebrate love and milestones with creativity and sincerity,” it states.
Hallmark’s offerings include cards such as “mommy + mommy + baby makes three,” “it’s a simple story of boy meets boy,” “closets are for clothes,” “party so hard you can’t ever see straight” and “queen for a day is for underachievers,” the latter of which celebrates drag queens.
The company also sells cards offering well-wishes for those who are undergoing procedures to identify as the opposite sex, including, “You’re becoming who you’ve always been” and “You are trans-tastic.”
In addition to being sold online, the company has also made its homosexual and transgender affirmation line available in some stores.
“We know how increasingly diverse our connections to each other are, and we’re here to help people express love, celebration, support or recognition in a wide range of situations,” Hallmark said. “It is our goal to be inclusive rather than exclusive so that our products appeal to the widest range of people who wish to communicate and connect with one another.”
Word about the cards has generated a mix of public opinion, with some pleased with the inclusion and others stating that gender dysphoria should not be encouraged.
“Will these be sold in the ‘You must be confused’ section?” one commenter asked.
“I usually stayed away from Hallmark brand because their themes were outdated. But [now], I think I’ll give them another look! They seem to be doing a great job adapting to how we live now,” another opined.
“The cynicism of capitalism; if there’s a market, they’ll cater to it,” a third remarked. “Since ‘trans’ has suddenly become a fad, I’m more concerned about young men/women buying into it, with permanent changes they’re simply not thinking about, from not having children to surgery. Even as someone not connected to the ‘community’ I know of two trans ‘regrets’ and there will be more over time.”
Hallmark began selling homosexual-themed cards approximately a decade ago.