Overview

Holly Hobbie was introduced in 1967 as a line of sentimental greeting cards by American Greetings. By the early 1970s, demand from consumers and manufacturers resulted in AG launching a character licensing program. By 1975, Holly Hobbie rag dolls outsold Raggedy Ann dolls 5-to-1. By 1980, Holly Hobbie was the #1 license character in the world for the adult market. There were over 450 different products. In its lifetime, Holly has sold over $1 billion in retail sales, with over 500 million greeting cards sold between 1967 – 1999. Now, the Holly Hobbie brand will be relaunched in 2005 by Nickelodeon Consumer Products in partnership with American Greetings for both the adult and children’s markets.

Positioning

• Holly Hobbie is a nostalgic American classic, one which evokes memories of the simple and magical moments of childhood
• The Holly Hobbie message of simplicity, innocence, and kindness is timeless. It resonates even louder in these troubled times.

CP Target

Primary : Classic - Moms and Grandmoms (for themselves and for children/grandchildren)

Secondary : Women 35+, Collectors

Holly Hobbie products will resonate best with 25-44 year old women who remember the Holly Hobbie brand from their own childhood.

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