hoops&yoyo has spiraled since its Web launch in 2003 at a rapid and successful pace to include a highly frequented Web site featuring animated shorts, e-cards, a blog, and select merchandise. UM’s plans for hoops&yoyo include a fall 2008 rollout. Building upon Hallmark’s core business of e-cards and sound cards, the company will target a broad range of product categories with an initial focus on toy, apparel and accessories, online interactive games, and room décor.

Maxine has experienced demonstrated success in the industry for over 20 years, and  with hundreds of millions of cards sold to date, this “Queen of Crabbiness” continues to be a top performer for Hallmark with books, calendars, a Web site, and a variety of other merchandise. UM will continue to nurture and expand the offerings for Maxine as a true evergreen property.

“Partnering with Hallmark on hoops&yoyo and Maxine is a unique opportunity to grow dynamic properties into true evergreen brands,” says Joshua Kislevitz, senior vice president of domestic licensing at United Media. “While we will be open to certain immediate possibilities, both Hallmark and United Media are focused on building these brands for the long term.”