Hallmark Cards, Incorporated is a privately owned American company based in Kansas City, Missouri. Founded in 1910 by Joyce Hall, Hallmark is the largest manufacturer of greeting cards in the United States. In 1985, the company was awarded the National Medal of Arts. Joyce Clyde Hall became captivated by a salesman who stopped by his familys store in 1906 in Norfolk, Nebraska. Driven by the postcard craze of 1903, Hall decided to venture from retail of various products to wholesale of postcards. He moved his business to the larger market of Kansas City. As time went on, Hall became more convinced that greeting cards would become more prominent than postcards. Greeting cards, according to J.C. Hall, represented class, promised discretion and "they were more than a form of communication—they were a social custom.” By 1915, the company was known as Hall Brothers and sold Valentines Day and Christmas cards. In 1917, Hall and his brother Rollie "invented" modern wrapping paper when they ran out of traditional colored tissue paper. In 1922, the company expanded throughout the country. The staff grew from 4 to 120 people, and the line increased from holiday cards to include everyday greeting cards.