New organization will help to maintain and build Hallmark's collection of licensed properties.

Hallmark Cards has created a new corporate licensing function that will be responsible for its worldwide brand and content licensing efforts.

Steven Hawn, senior vice president of corporate strategy and development, will lead the new organization.

The new organization will focus on two areas–maintaining and building Hallmark’s collection of licensed properties and identifying opportunities to license the Hallmark brand and extend its reach into the marketplace. Additionally, a single global licensing strategy and capabilities will be created to support the North American and international markets.

Additionally, John Nens, global brand licensing director, and Kelly Reichman, global licensing acquisitions director, will join Hawn at the new organization.

Hallmark currently boasts an extensive portfolio of licensed global properties. Recent brand licensing efforts include Hallmark Jewelry and Hallmark Diamonds as well as Hallmark Flowers by FTD.

“Licensing has long been an important part of our business,” says Hawn. “I look forward to working with our business leaders in the U.S. as well as internationally to capitalize on the full global potential of both brand and content licensing.”