Greeting cards traditionally have been marketed towards women, so American Greetings spent six months analyzing the differences between male and female perceptions of humour. The Comedy Central line was made with men in mind, featuring the oft vulgar South Park characters. The crude cards are rolling out at Target stores in seven designs and will become available at American Greetings retailers next year.
Future designs will include characters from Reno 911 and Li'l Bush. Earlier this year, American Greetings targeted females when they introduced a line of cards featuring illustrations of comedian Ellen DeGeneres.
What's Driving This Trend
- Gender-specific Greeting Cards
- Companies could explore creating more gender-specific greeting cards to appeal to a wider audience.
- Inclusive Humor
- Brands could focus on creating humor that is inclusive and not stereotypical towards certain genders.
- Strengthening Brand Loyalty
- Brands that create cards targeting specific demographics could build stronger brand loyalty with their customers.
Who This Affects Most
- Greeting Card Industry
- The greeting card industry could benefit from exploring new and diverse customer groups to grow their business.
- Entertainment Industry
- Entertainment companies could expand their product offerings by creating branded greeting cards featuring popular characters from TV shows and movies.
- Retail Industry
- Retailers could capitalize on the trend of gender-specific greeting cards by featuring them prominently in their stores and marketing campaigns.
