Press Release: Hallmark Launches Excitement of Holiday Season With 2021 Keepsake Ornament Premiere
Hundreds of exciting ornaments and decorations offered to celebrate cheer, connections ahead of holidays
KANSAS CITY, Mo. (July 9, 2021) – In an exciting kickoff to the upcoming holiday season, Hallmark invites fans and collectors to get a first look at more than 250 new Hallmark Keepsake Ornaments that will make their debut during the annual Keepsake Ornament Premiere beginning July 10, 2021, at Hallmark Gold Crown stores nationwide and online at Hallmark.com. The annual event gives consumers a chance to celebrate the magic of Christmas in July through carefully crafted Keepsake Ornaments from the all-new 2021 line.
“Last holiday season was different than many of us could have expected, so this year we have a lot to look forward to. Ornament Premiere is a great way to start spreading holiday cheer with loved ones and commemorating special memories from this year – because it’s never too early to start getting in the holiday spirit,” said Nicole Reid, vice president – ornament and gift. “We are honored to be part of special holiday traditions amongst friends and families and feel these exclusive ornaments will create even more cherished memories.”
The entire 2021 Hallmark Keepsake Ornament line includes nearly 500 ornaments to help bring people closer together to celebrate the season, capture memories and turn the Christmas tree into a beloved holiday experience the whole family will enjoy.
Some highlights of the new Keepsake Ornaments making a debut at the Ornament Premiere include:
Sheldon Cooper™ as The Flash™, The Big Bang Theory™ Ornament With Sound – Relive the hilarious scenes as the gang dresses up like the Justice League for a New Year’s Eve costume party with this Christmas tree ornament. Press the button to play some of Sheldon’s iconic phrases from that unforgettable episode of The Big Bang Theory.
The One With All The Thanksgivings, Friends Ornament With Sound – Reminisce about one of the most hilarious moments from Friends when you display this Christmas tree ornament. In an effort to cheer up Chandler, Monica wears a turkey on her head—complete with a fez and sunglasses. When you press the button to play the audio clip from the show, you’re sure to proclaim your love… just as Chandler did on that fateful Thanksgiving Day.
Super Nintendo Entertainment System™ Console Ornament with Light and Sound – Recall hours spent sitting in your bean bag chair parked in front of the television, video game controller in hand. Nothing mattered except defeating Bowser and ultimately completing the entire “Super Mario World™” game. This ornament lights up and plays the familiar music and sounds of the iconic video game.
I Want My MTV! Ornament – Head bang and strum your air guitar as you hang this Christmas tree ornament. The classic MTV logo design stirs memories of music videos chronicled by VJs for our personal viewing pleasure. Fans will be amped to celebrate the 40th anniversary of the MTV Brand when they press the button to see it light up and play music from the original theme song.
Stocking Stuffers, 1st in the series – Be sure your stockings are hung with care with this new series of Christmas tree ornaments featuring festively-stuffed stockings, each designed by a different Keepsake Studio Artist. As the first ornament in the Stocking Stuffer series, Nina Aubé shares a cute vision of holiday harmony with her striped snowflake stocking that hosts family pets, including a puppy, kitten, hamster, bunny rabbit and a cockatiel perched atop a candy cane.
Plus, shop Hallmark’s wide array of classic Christmas characters. From Santa Claus and the North Pole, to snowmen, elves, nutcrackers and more, Hallmark Keepsake Ornaments has the perfect ornaments to make your tree full of holiday cheer and special memories.
For more information about Keepsake Ornaments, or to locate a Hallmark Gold Crown store, visit Hallmark.com.
About Hallmark Keepsake Ornaments
In 1973, when Hallmark introduced six glass ball ornaments and 12 yarn figures as the first collection of Hallmark Keepsake Ornaments, a new tradition of Christmas decorating was started and a new collectible industry was born.
When the first line was introduced, they were unique in design, year-dated and available only for a limited time — innovations in the world of ornaments. Since 1973, Hallmark has introduced more than 8,400 different Keepsakes Ornaments and more than 100 ornament series, annual releases of ornaments that share a specific theme.
Today’s Keepsake Ornaments reflect the way styles, materials, formats and technology have expanded since they first appeared in Hallmark stores. Once a collection of decorated glass balls and yarn figures, Keepsake Ornaments are now made in a wide array of wood, glass, metal, porcelain and handcrafted formats. Technology has also been incorporated into the world of Keepsake Ornaments through light, sound and motion. The one thing that hasn’t changed, however, is the superior craftsmanship and high quality that ensures Keepsake Ornaments will become family heirlooms and cherished collectibles.
2021 Reveal: Stanley Cup® Champions Tampa Bay Lightning®
The Tampa Bay Lightning are World Champs for the second year in a row, adding a third Stanley Cup to their collection! Commemorate this historic back-to-back victory with this cool-as-ice special piece of Lightning pride. But don’t wait too long—supplies of this collectible Keepsake Ornament are limited.
PREORDER NOW
Available at participating Hallmark Gold Crown Stores and on Hallmark.com
2021 Video: Ornament Insights (Beer Stein)
This year’s Beer Stein ornament features a patriotic theme. Hear Keepsake Artist Tom Best chat through all the details!
Announcement: KOC Memberships for 2021 are SOLD OUT!

Keepsake Ornament Club (KOC) Memberships for 2021 are SOLD OUT!
Check back November 2, 2021 to join the 2022 Keepsake Ornament Club!
The KOC is where fans, collectors & holiday enthusiasts come together to share their passion for ornaments. Behind-the-scenes features, exclusive ornaments and special savings are just a few of the perks members enjoy.
Announcement: 2021 KOC (Almost SOLD OUT)!

Dear Local Club Presidents,
HUGE ANNOUNCEMENT: We are almost *SOLD OUT* of 2021 Keepsake Ornament Club memberships!
Can you do us a favor and please inform all of your local club members that this is their last chance to join the Club before membership is sold out? Join today, or learn more about the Club here: http://bit.ly/KOC2021
There are so many rewards and benefits of being a part of the Keepsake Ornament Club family! Including…
- Early Access to shop ornament release events, like Ornament Premiere on 7/9/2021
- FREE membership gift ($75 value) – the Keepsake Dream Box
- Exclusive Crown Rewards Bonus Points
- Members-only ornaments – two releasing at Ornament Premiere!
- Behind the scenes access
- And MORE!
We would hate for anyone to miss out on joining our KOC family this year. Please encourage your local club members to join today, before it’s too late! http://bit.ly/KOC2021
Thank you for your help and all you do to support your local club members!
Sincerely,
The KOC Team
Press Release: PopMinded by Hallmark Announces 2021 Event Exclusives
Hallmark Keepsake Ornaments, itty bittys® among items planned to be sold online only this year
KANSAS CITY, Mo. (June 28, 2021) – While PopMinded by Hallmark will not be attending fan conventions in 2021, a number of all-new exclusive collectibles and products inspired by favorite characters will be sold online to the nation’s pop-culture fans in conjunction with two conventions.
PopMinded, which debuted in 2016, is Hallmark’s way to celebrate fandom with gifts and collectibles created and curated with all fans in mind. PopMinded continues and expands on Hallmark’s annual tradition of providing access to their ever-popular event exclusive products.
Hallmark Keepsake Ornament designs and itty bittys® plush characters will be sold in limited quantities ONLINE ONLY in conjuction with these two events:
- Comic-Con International San Diego, July 23-25 as part of Comic-Con@Home
- New York Comic Con, October 7-10
Additionally, small quantities of each of the three Keepsake Ornaments will be allotted for sale to Keepsake Ornament Club Members. For more information on membership, go to hallmark.com/ornaments/keepsake-ornament-club.
Limited availability items include:
Animated Boba Fett™, Star Wars™ Keepsake Ornament features the fearsome bounty hunter as he first appeared to Star Wars fans in the 1978 animated short, The Story of the Faithful Wookiee, now streaming on Disney+. The ornament is priced at $30 with a total production run of 3,700.
H.M.S. Bounty Klingon™ Bird-of-Prey, STAR TREK IV: The Voyage Home™ Keepsake Ornament celebrates the 35th anniversary of the theatrical release of Star Trek IV: The Voyage Home™ in 1986. This metal Keepsake Ornament features the HMS Bounty paint stylings as seen in the film. The ornament is priced at $35 with a total production run of 3,750.
Ecto-1 and R.T.V., Ghostbusters: Afterlife™ Keepsake Ornament two-pack–of the iconic Ghostbusters’ work vehicle along with a Remote Trap Vehicle (RTV) mini-ornament–comes straight from this year’s Ghostbusters: Afterlife™ feature film. The exclusive pair is priced at $30 with a total production run of 3,000.
Spider-Ham, MARVEL itty bittys® depicts the heroic alter ego of Peter Porker as seen in comics and animated stories. This plush character, which comes in a stylized comic-book blister package, is priced at $10 with a total production run of 2,000.
Gold Mario, Super Mario™ Ornament feature the hero of the Mushroom Kingdom arrives as an event-exclusive gold metal ornament. The exclusive is priced at $15 with a total production run of 2,000.
The exclusives will be sold on a first-come basis starting at Noon Eastern time (9 a.m. Pacific time) on the first day of each convention. Sales permit one of each exclusive product to be sold per person, per transaction while supplies last.
Allotments will be divided evenly between the two conventions. Additionally, small quantities of each of the three Keepsake Ornaments will be allotted for sale to Keepsake Ornament Club Members. For more information on membership, go to hallmark.com/ornaments/keepsake-ornament-club.
For details on how to purchase exclusives, visit PopMinded.com/Events and expect the PopMinded convention shop to return in-person, to a full line-up of events in 2022.
For more information about PopMinded by Hallmark and the products offered, visit PopMinded.com
Artist Insights: 2021 Cookie Doe
Hallmark sat down with Keepsake Artists Nina Aubé and Matt Johnson to chat about their adorable Cookie Doe ornament releasing SOON at Ornament Premiere! Keep reading to learn more about the inspiration and collaboration of Matt and Nina to bring this ornament to life for you this year.
Nina also mentioned, “I LOVE ice cream (who doesn’t?), but I’ve never actually tried cookie dough ice cream! I did eat massive amounts of raw cookie dough when I was a kid though and lived to tell about it.” Yum!
We think it may be time for Nina to try out cookie dough ice cream in honor of this adorable ornament, do you agree?
Cookie Doe
Hallmark Keepsake Ornaments. “Behind the scenes with Nina Aubé and Matt Johnson’ Cookie Doe ornament” Keepsake Ornament Club Facebook Page, June 24, 2021. https://www.facebook.com/groups/KOCMembers/permalink/2736156716624335/
Artist Insights: 2021 Series
Here are some Keepsake Artists’ insights into an ornament each has created for 2021.
Nina Aubé: “I’m a huge animal lover, so all the critters in this stocking are pets I’ve personally known and loved, including my beloved cockatiel Opie, who lived to the ripe old age of 25.”
Each ornament in this new series will feature a festively stuffed stocking designed by a different Keepsake Studio Artist each year!
Matt Johnson: “I want this series to have a beautiful range of rocking horses! For this I used a bolder color palette that gives the horse a really rich character. I explored many color variations before landing on this design that feels just right.”
Edythe Kegrize: “Flamingos have always been a favorite of mine, with their awkward elegance, vibrant color and impressive size. My hope is ‘Fancy Flamingo’ will stir up plenty of warm sunbaked memories or dreams of topical adventure yet to come.”
Tammy Haddix: “Sweet Decade was inspired by my sweet tooth! I wanted it to look like you could actually eat it! As a kid my siblings and I would create gingerbread houses. I think more candy ended up in our bellies than on the house!”
“Keepsake Ornament Premiere Display.” Hallmark Gold Crown Stores, July 10, 2021.
2021 Reveal: Event Exclusive Barbie™ Ornament
We’re excited to debut the design of the 2021 National Barbie® Doll Collectors Convention Shoe-sational! Special Edition Keepsake Ornament. This ornament was designed by Keepsake artist Debra Nielsen, and will be issued in a very limited run quantity of 800 pieces. It will be made available for purchase exclusively to registered attendees of the 2021 National Barbie® Doll Collectors Convention.
The 2021 National Barbie® Doll Collectors Virtual Convention will be held August 5 – 8, 2021.
2022 Reveal: Keepsake Celebrations
Celebrate special moments, capture important memories, and nurture meaningful relationships as they happen throughout the year with Keepsake Celebration ornaments.
Each of the twenty-one designs makes the perfect unique and customizable gift to commemorate life’s milestone occasions.





























































