Hallmark Labs

Hallmark Labs is the digital technology and direct-to-consumer subsidiary of Hallmark Cards, Inc., based in Santa Monica, California. Its work brings together subscription streaming, digital greetings and print-on-demand products, with engineering, product and UX design teams developing consumer applications and the infrastructure behind them.

The company builds and maintains multi-platform applications, cloud backends, payment workflows and streaming services. Its capabilities span digital commerce, subscriber management, content delivery and mobile and connected-TV development. These activities support consumer services across web, mobile devices and television platforms.

Digital products and platforms

Hallmark Labs' streaming work encompasses Hallmark Movies Now and Hallmark+, connecting its origins in online video with the broader Hallmark subscription ecosystem. The service evolved from SpiritClips to Feeln in 2014, became Hallmark Movies Now in 2017 and subsequently expanded into Hallmark+, combining programming with subscriber loyalty benefits.

Its digital social expression work includes Hallmark eCards, a web and mobile greetings service offering interactive cards and scheduled animations. Ink & Main connects online customization with physical greeting and stationery products through print-on-demand technology. Together, these products reflect the company's role in translating Hallmark's entertainment and social expression businesses into digital consumer experiences.

Company development

The business began in 2007 as Spirit EMX, subsequently operating as SpiritClips, with a family-friendly online video subscription service. Its early work included digital short films, documentaries and curated inspirational content, alongside the development of its streaming platform.

Hallmark Cards acquired SpiritClips in March 2012 as part of its digital consumer transformation. The business continued within the group as a dedicated digital subsidiary and later transitioned to the Hallmark Labs name. Its present scope combines consumer product development with the software, commerce and media infrastructure needed to operate those services.