The Secret is Out: Hallmark Launches Secret Admirer Program

One winner a day will receive a Hallmark Blooming Expression

Feb 21, 2012, 08:00 ET from Hallmark Cards, Inc.

KANSAS CITY, Mo., Feb. 21, 2012 /PRNewswire/ -- The secret is out. Today, Hallmark launches Secret Admirer — a program that allows people to surprise someone they admire, love or appreciate with a Hallmark Blooming Expression. Between today and Mother's DayMay 13, 2012 — consumers can go to admirer to nominate someone they want to recognize. Each day, Hallmark will randomly select a nomination and send the winner a surprise Blooming Expression on behalf of their "secret admirer."


"We want to help people express their love, admiration and appreciation for friends, spouses, family, neighbors and colleagues, not just on holidays, but any day," said Deidre Mize from Hallmark. "The Secret Admirer program and Hallmark Blooming Expressions provide a fun way to make someone's day."

Blooming Expressions are first-of-its-kind flowers that blossom with the touch of a button and unveil a special message ranging from friendship to love to just because. Each Blooming Expression shipped as part of the Secret Admirer program will contain a card that tells the recipient they have a secret admirer and provides a code they can enter on admirer to unlock the identity of their admirer.

"The Secret Admirer program will add an element of mystery and excitement to many people's days," said Mize. "And, with the ability to last forever and bloom multiple times, Blooming Expressions will carry on that excitement by serving as daily reminders of someone's appreciation or love."

Each person who submits a nomination will be entered into a sweepstakes to win one of 10 Hallmark Gold Crown gift cards ($100 value each) to be selected at the end of the program. Complete Secret Admirer program rules are available on, and the full garden of Blooming Expressions is available at Hallmark Gold Crown stores, as well as other stores where Hallmark products are sold.

About Hallmark Cards, Inc.
Hallmark makes the world a more caring place by helping people express what's in their hearts and spend time together — a privilege few other companies in the world enjoy. Hallmark greeting cards and other products are found in more than 40,000 retail outlets in the U.S., including the network of flagship Hallmark Gold Crown® stores. The brand also reaches people online at and on television through Hallmark Hall of Fame original movies and cable's top-rated Hallmark Channel. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. This privately held company is based in Kansas City, Mo., and is led by the third generation of the founding Hall family. Visit for more details.

SOURCE Hallmark Cards, Inc.