Hallmark has managed to do something that is very rarely heard of in the corporate world – take a small, commonly used product and turn it into a Christmas juggernaut. There was a time very recently when the name “Hallmark” immediately brought to mind greeting cards. Some very clever executives turned that “Hallmark” sentiment into an entire channel, and that channel now basically owns the cheesy Christmas movie market.
The product isn’t complicated – good looking, (mostly) white people fall in love over a snowball fight and copious amounts of hot chocolate. Simple, but effective. Now the holiday honchos are facing an unsurprising challenge to that formula. Some activists have called for Hallmark to include gay representation in their love stories. So, should they do it?