Hallmark Launches Mahogany Brand Films

Mahogany, the Hallmark cards brand specifically aimed at the African American Community is now heading to TV.

Toni Judkins, the SVP of Programming Development at Crown Media, is spearheading the initiative. Along with the flagship brand’s team at parent company, Hallmark. 

Crown Media Family Networks President and CEO Wonya Lucas said that Hallmark was the perfect choice for this historic endeavor due to the strong connection that exists between the company and its consumers.

Check out the official statement below:

“Mahogany is an expression of all the love, joy, and complexities that emerge from the distinctive journey of Black people,” said Judkins. “It is a dream realized to create a content experience around this Hallmark brand that honors, empowers, and authentically captures Black culture and amplifies our voice.”

“We are so proud to announce Mahogany, a programming brand extension that allows us to unite our audience around Hallmark’s universal values, while leaning into the distinct voice of the beloved card line,” stated Lucas. “This launch marks a pivotal moment in our evolution as we continue to bring the Hallmark brand to life in new ways. In addition, it’s a huge step forward in our mission to deliver more diverse, inclusive content representing various cultures and perspectives that resonates with our current audience and attracts new viewers.”

There are no details on what programming will launch this new expansion but it is believed they will be aimed directly at Black audiences and more specifically women of colour. However the content should still appeal to core Hallmark viewers.