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Widdop and Co publishes first greeting cards

Major giftware company unveils two new card ranges based on the popular Bambino new baby brand and a wedding collection under the Amore brand

Stephen Illingworth
Stephen Illingworth

PG Live sees Widdop and Co (Stand 436) surprise visitors, not only by its presence at the show (having not exhibited there for seven years), but also by what it will be showcasing – inaugural ranges of greeting cards based on its highly popular Bambino new baby brand (that has scored well on the gift front) as well as a wedding collection under its Amore brand.

Having launched giftbags at Spring Fair for the first time, under these brands, PG Live will be the official unveiling of a collection of 12-18 Amore wedding cards and 12-18 Bambino baby-related cards. The cards, which are being printed by UK printer Loxleys reflect the sophisticated design style and subtle foiling that is evident on the established gift items.

“By spring next year we will have published between 200-300 greeting cards, all helping to tell a story,” says Stephen Illingworth, director of product development at Widdop and Co. ”We want to support our retail customers so that their customers who are buying, say a Bambino baby gift, can also buy a matching gift bag and card to go with it.”

These launches will be followed, in the summer by a card collection based on Widdop’s Reflections of the Heart sentiment range and then, at the start of next year its Signography brand will be translated into cards too. Another major focus on the stand will be the Studio Oh! collection of stationery and cards that Widdop and Co is distributing in the UK from the US company.

Rachel Ellen product range from Widdop
Rachel Ellen product range from Widdop

The company is no stranger to the greeting card industry, it spotted the potential of tapping into the design prowess and retail profile of greeting card publishers around eight years ago, when it first produced a range based on Talking Pictures, through a licensing agreement with Ling. Since then, more collaborations have been forged with UK card publishers, including Paper Salad, Wendy Jones-Blackett, Rachel Ellen Designs, Laura Darrington, Pigment Productions, Grass Roots and Velvet Olive, for starters.

Taking the essence of the brands, and working closely with the publishers in question, Widdop has created gift collections that bring mutual benefits to both parties. Through licensing the card publishers have been able to extend their reach at retail at no risk (and being paid for the privilege) while Widdop has been able to leverage the trade and consumer following for the brands.

While collaborations with publishers through licensing will be an ongoing part of Widdop’s approach, it is also keen to extend the ‘story’ of some of its own successful brands into greeting cards and other paper products.

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