Hallmark is now selling cards for people in the midst of gender transitioning.
According to Glamour, the brand has a new card under the subset “Encouragement: Transgender/Transitioning” within its broader line of “LGBTQIA” cards.
Featuring a butterfly, the card’s cover text reads “Becoming who you’ve always been,” while the inside reads: “How wonderful is that?”
Huffington Post writer James Michael Nichols clearly approved, cheering: “More of this please,” while Refinery29 contributor Kimberley Truong added that “Hallmark devotees may be pleasantly surprised to see that the company is now offering cards that celebrate and congratulate transgender people on their transitions.”
News about the card first began to circulate when librarian Renata Sancken posted a picture online. “I’ve never seen Hallmark cards for gender transitioning before!” she tweeted. “Capitalism triumphs over hate??”
In response to the tweet, Hallmark tweeted back “Love always wins” followed by two heart emojis.
When Pink News reached out for a statement, a company representative responded: “Hallmark makes cards for all kinds of relationships and situations, including many that might be defined as ‘non-traditional.’”
Some examples the brand offered were “heterosexual couples who are not married, those in mixed-race or interfaith relationships and blended families – so people in each of these situations can find cards that meet their needs.”
Actress Patricia Arquette – LGBT activist, sister of transgender actor Alexis Arquette and recent recipient of GLAAD’s Vanguard Award – also voiced support. In response to Sancken’s tweet, she responded: “Awesome!”