Hallmark Cards, Inc. is a private, family-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 addition to greeting cards, Hallmark also manufactures such products as party goods, gift wrap, and stationery. The company also operates a chain of retail stores under the Hallmark Gold Crown banner. Hallmark has a long-standing reputation for quality and innovation in the greeting card industry, and has won numerous awards for its products and advertising campaigns.