Hallmark holds a leading position in the greeting card industry. It is the largest greeting card company in the United States and controls over 50 percent of the market share. The company also ranked 56th on Forbes’s list of the largest private companies of 2006 (Forbes). Their cards can be found in over 43,000 retail outlets throughout the country, of them about 3,700 are certified Hallmark Gold Crown stores. Worldwide, the cards are distributed in 30 languages in over 100 countries as well. Their market leadership increases overall bargaining power dramatically. Hallmark produces other gift-themed products including holiday gifts, party products, stationery and gift wrapping. Lastly, the company has a talented creative team of roughly 800 employees who are able to produce over 18,000 new and redesigned greetings cards annually (Statisticbrain, 2013)..