Hallmark has announced a strategic alliance with the Internet-based social expression and personal publishing service Shutterfly.

The alliance, which will roll out in phases, includes co-branded online and retail-based product offerings.

The first phase of the partnership will see more than 1,000 exclusive Hallmark-designed customizable cards featured on Shutterfly's new personalized greeting card site, Treat.com. The new site, which officially launched in April, also offers an integrated scheduling and reminder service that connects directly with Facebook. This fall, a collection of Hallmark holiday designs also will be available on Shutterfly.com and tinyprints.com.

"The alliance with Shutterfly elevates Hallmark's brand presence in the growing personalized greetings category and augments our distribution through Hallmark.com and other online photo service sites,” says Rob Bensman, vice president of strategic alliances, Hallmark. “The millions of consumers who already store photos on Shutterfly will now have easy access to Hallmark's creative and editorial expertise as they create their own individualized cards through a quality experience on Shutterfly."

Hallmark will continue to offer a full suite of customizable products on its own Hallmark.com site.

Future plans involve the development of an assortment of photo-based gift items available next spring. After purchasing the products at a Hallmark Gold Crown store, consumers can go to Shutterfly.com and choose the photos they want to use to customize the item. At no additional cost, Shutterfly will print and mail the photos to fit into each gift item.

"By combining Hallmark's heritage of helping consumers say what's on their mind with Shutterfly's track record of delivering innovative, high-quality products and services, both companies will help consumers create beautiful products that are uniquely theirs," says Jeff Housenbold, president and chief executive officer, Shutterfly.