A key finding
from this research is that the majority of gift shopping takes place
throughout the year, not just during the last two months. 'noun') becomes the
means to an end and that end is to strengthen relationships. "Consumer research shows strong recognition of the
character as well as a great deal of interest in buying new products featuring
her likeness," he said. American Greetings is also the creator and owner of many celebrated
character properties , including Strawberry Shortcake and Care Bears.

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No other research study has
investigated gifting from the experiential point of view and in such depth,
including gift giving incidence and spending throughout the whole year,
including 7 major gifting holidays and 12 gifting occasions (e.

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newscom .
This in-depth report, based upon both qualitative and quantitative
research, provides powerful new insights into why people buy gifts and ways
marketers and retailers can gain a greater share of gifting spending.HollyHobbie.

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(Logo: NewsCom: http://www. CLEVELAND, Holly Hobbie, the charming
girl in the oversized, blue chintz bonnet, was a household name to millions of
women around the world for three generations.

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While marketers
focus on designing the next big gift product and retailers carefully
merchandise their stores with gift ideas, the big opportunity for gift
marketers and retailers is to enhance the gifting experience (e. How people choose across the wide range of gifting options is
explored, including gift certificates and cash, home furnishings ,
entertainment, apparel, gifts of experience, etc.
According to Michael Brown, vice president of Licensing for American
Greetings, today's renewed focus on home and family, combined with a longing
for simplicity, honesty and core values, makes the timing ideal for bringing
Holly Hobbie back .
In spring 2006, American Greetings and Nickelodeon will unveil Holly
Hobbie + Friends, a contemporary evolution of Classic Holly Hobbie geared to
today's young girls, aged 4 to 8.

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By combining
elements of both word-of-mouth and sampling, gifting magnifies and intensifies
the marketing power of both to influence future shopping behavior of the gift
giver and recipient.).

Below are the ten chapters contained in this study each one with detailed
data and statistics:

Chapter 1: Gifting Market Study- Who was studied: Methodology + Research
Chapter 2: About the Gifting Market: Majority of Americans spend over
$250 buying gifts
Chapter 3: About Gift Giving Holidays + Occasions: Christmas and
birthdays are the primary gifting holiday and occasion
throughout the year
Chapter 4: About Trends in Gift Giving
Chapter 5: About Selecting the Perfect Gift: Research reveals attributes
of a good gift
The Perfect Gift Is Something That the Recipient Will Like but
Is Unlikely to Buy for His or Her Self
Chapter 6: About Selecting the Particular Gift Item
Chapter 7: About Selecting a Store to Shop for Gifts.com
Fax: +353 1 4100 980

Holly Hobbie Is Back -- American Greetings Re-launches Classic '70s Character

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Chapter 8: About the Different Types of Gifting Shoppers
Chapter 9: About Maximizing Sales to the Gifting Market:
Chapter 10: Future Vision - Projections for Christmas 2004
Post-Election 2004 Consumer Gifting Survey Results

For more information visit
http://www.S. The collection includes greeting cards, six hand-painted
figurines, a miniature porcelain tea set for one, a ceramic frame and vase,
accent pillows and nested heart-shaped boxes .

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g. Her official Web site, http://www.americangreetings.

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Capturing a greater share of the gifting marketplace ,
therefore, is a significant marketing opportunity for product marketers and
retailers.; Candles and
candle accessories; Crystal stemware, bowls, decanters, vases, etc.
The re-launched Classic Holly Hobbie will feature contemporary color
palettes and patterns combined with some of the character 's signature verses
on a wide variety of licensed products, including greeting cards, collectible
gifts, bedding, kitchen domestics, wall coverings, nursery products and more. Currently, a new gift and home decor line is being
offered exclusively at American Greetings and Carlton Cards stores across the
U.com/.

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Out of the total
$2,062 annual gifting budget, the typical gifter spends only 40% at Christmas,
leaving 60% of gift spending occurring over the course of the year.
By researching the gifting experience, Unity Marketing presents a major
new research study of the gifting market . Nickelodeon's U.
television network is seen in 88 million households and has been the number-
one -rated basic cable network for more than nine consecutive years.

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For marketers and retailers gifting
represents a rare and unique opportunity to directly and personally touch two
target markets at once: the gift giver who buys the gift and the gift
recipient to whom the gift is given.com/reports /c15388

Laura Wood
Senior Manager
Research and Markets
press@researchandmarkets .

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g. Now, she is staging a comeback with
the help of American Greetings and Nickelodeon + Viacom Consumer Products.com ,
connects consumers with other fans, informs them of the newest Holly Hobbie
products and promotions, and provides ideas for crafts and projects.

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birthdays,
anniversary, wedding, friendship , etc. Maureen Taxter, senior vice president,
Nickelodeon + Viacom Consumer Products, said the timing could not be better
for bringing Holly Hobbie back.

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Research and Markets: Out of the total $2 062 annual gifting budget the typical gifter spends only 40% at Christmas leaving 60% of gift spending occurring ov

This time around, the nostalgic character is being reintroduced with the
help of a high tech touch. It has built a diverse, global business by putting kids first
in everything it does.

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The full rollout of classic Holly Hobbie products is scheduled throughout
summer and fall this year.

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Marketers and retailers can
put these insights to work to increase gift sales and build repeat gifting
business.com , just in time for
Mother's Day.

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researchandmarkets.; Photography -
related gifts, such as frames; Licensed merchandise; Plush and/or stuffed
animals; Lighted collectible villages, houses and/or cottages; Wooden baskets,
including handmade collectible baskets.

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com/reports /c15388) has announced the addition
of Gifting Report, 2004: The Who, What, Where, How Much and Why of Gift Giving
+ Shopping to their offering. The key attributes of what makes a
good gift are presented, as are the types of stores where gifters prefer to
shop and why.;
Inspirational-themed gifts; Glass figurines and/or sculpture; China and/or
tabletop gifts, such as serving pieces, candlesticks , vases, etc.
This research is sponsored in part by the gift industry's most
forward-thinking companies, including Department 56, Glass Baron, Lenox,
Longaberger, and Walt Disney, among others . The iconic character, who
personifies childhood innocence, debuted in 1967 on a line of American
Greetings cards, and was one of the first licensed characters in history to
break a billion dollars in retail sales.
"We expect Holly's reintroduction to be as successful as those of our
other comeback characters," he added. and Canada, and online at http://www.

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Thus gifting is an exponential marketing opportunity.g.researchandmarkets. For more information on the Corporation,
visit http: //corporate.S.

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The key to crafting an effective gifting marketing strategy is to really
understand the dynamics of gift giving, shopping and selection.
People buy and give gifts to build and enhance their emotional connection
with the recipient. In other words, the gift itself (e. Located
in Cleveland, Ohio, American Greetings generates annual net sales of
approximately $2 billion.

About Nickelodeon
Nickelodeon, which is in its 26th year, is the number-one entertainment
brand for kids.

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'verb'),
rather than focus solely on the gift.; China or
porcelain figurines and/or sculpture; Flowers, plants and/or garden
accessories, including cut flowers and bouquets; Personalized, customized,
etched, engraved, monogrammed giftware; Jewelry and/or watches; Personalized
photography items, such as personalized albums, pictures, etc.
Nickelodeon, which handles the licensing for SpongeBob SquarePants and Dora
the Explorer, will partner with American Greetings and its subsidiary, Those
Characters From Cleveland, to reintroduce the popular character to those who
fondly remember her from the '60s and '70s, as well as to a whole new
generation of fans. American Greetings' Care Bears and
Strawberry Shortcake have had astounding re-launches of their own in recent
years with combined international retail sales topping almost $2 billion since
2002.CarltonCards .
"We're proud to be working with American Greetings to not only reintroduce
her to those she grew up with, but to attract a whole new generation of fans,"
she added. The company includes television programming and
production in the United States and around the world, plus consumer products,
online , recreation, books, magazines and feature films.
Nickelodeon and all related titles, characters and logos are trademarks of
Viacom International Inc.

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DUBLIN, Ireland, Research and Markets
(http: //www. That means almost one out of every ten
dollars spent at retail is to buy a gift.

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The purchase incidence among 15 leading gift categories is also
researched, including Christmas-themed ornaments and decorations.

About American Greetings
American Greetings Corporation (NYSE: AM) is one of the world's largest
creators, manufacturers and distributors of social expression products. Along
with greeting cards, its product lines include gift wrap, party goods,
candles , stationery, calendars, educational products, ornaments and electronic
greetings.

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com/cgi-bin/prnh /20040820/RESEARCH )
The gifting market that is the buying and giving of gifts to family and
friends , is a $253 billion market.