Dolly Parton‘s iconic music and witty “Dolly-isms” will soon be used in digital and physical products for American Greetings, thanks to a new multi-year deal the company has signed with the legendary singer-songwriter. This will mark Parton’s first line of greeting cards.
The deal will include digital and physical products that will incorporate her music, while cards featuring her classic “Dolly-isms” will be available in the next few months. The digital products will be offered worldwide, while physical products will initially be offered via e-commerce channels. In honor of Parton’s upcoming birthday on Jan. 19, American Greetings will release a birthday audio and video “SmashUp” e-card, inspired by Parton’s classic “9 to 5.”
“I am so thrilled to begin this relationship with the folks at American Greetings,” says Parton. “When presented with this opportunity I knew it was perfect for me. I love connecting with people in unique ways and being able to integrate products that take inspiration from my music and the life lessons I have learned through the years makes this extra special. I know first-hand how a few words in a card can change someone’s day for the better. I am looking forward to working with the creative group at American Greetings to develop cards that do just that!”
“We are so excited to announce this relationship with Dolly because we make products that are expressions of happiness, laughter, and love, all of which are qualities that she personifies with her infectious, joyful personality,” says Rob Matousek, GM, Direct to Consumer Business at American Greetings. “We believe everyone should feel as special as they are, especially on their birthday. Creating these products with Dolly helps us inspire people to share some happiness with friends and family on their special day.”
More details on Parton’s line of greetings cards and other products will be rolled out in coming months.
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