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May 23, 2020
Country music icon Dolly Parton has unveiled the first new product in her collaboration with American Greetings, according to a report by Music Row. A birthday e-card set to the tune of her hit “9 to 5” has been created through the company’s SmashUp digital initiative.
Users can send a birthday e-card set to the tune of Parton’s hit and can customize the card with one of 1,200 different names available on SmashUp.
“We’re so excited to share the ‘Birthday Time’ SmashUp with our members, Dolly’s fans and anyone looking for ways to make someone feel special on their birthday,” says Rob Matousek, executive director and general manager, direct to consumer business, American Greetings. “We felt that the Country Music Hall of Fame theater was the perfect venue for Dolly to deliver an extra special birthday wish and it made a great backdrop for her incredible talent. She makes everything sparkle and hearing her say your name and seeing your name in lights next to Dolly on stage is sure to be magical for lucky recipients.”
Earlier this year, American Greetings announced a multi-partnership deal with Parton. The deal includes both physical and digital products that integrate her songs. Parton-themed greeting cards are set to hit shelves at Walmart later this summer.
“Celebrating who you are and why you are special is something I have always encouraged and have known is important for my own identity,” says Parton. “God made us all unique in our own ways, and I love the fact that I was able to offer something special for everyone. In a time like now, when we do not get the chance to share special moments like birthdays with each other in-person, I am so happy to know my ‘Birthday Time’ SmashUp ecard is now available to share with those you love.”
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