Smilebox and Hallmark Partner to Deliver Photo Expressions to Consumers this Holiday Season and Beyond

REDMOND, Wash., Dec. 13 /PRNewswire/ -- Smilebox, Inc., the photo expressions service, today announced a distribution and content partnership with Hallmark Cards, Inc. With the holidays quickly approaching, this partnership will enable customers to access an online catalog of seasonal e- cards, animated scrapbooks, slide shows and interactive postcards that can be customized with their own photos, messages, music and backgrounds. The new photo expressions service marks the first time that consumers can integrate their personal photos with Hallmark online content.

"Greeting cards, whether traditional paper or electronic, help fulfill an enduring need for people to maintain connections with one another," said Steve Ruschill, marketing technology manager at Hallmark. "Smilebox's digital services, combined with Hallmark's creative excellence, provide a new holiday greeting solution for family and friends."

The new photo expressions service, delivered via the Smilebox(TM) platform, utilizes a complete new line of creative content developed by Hallmark's creative staff of writers and designers. Much of the content is developed around popular Hallmark intellectual properties such as the Hoops & Yoyo characters.

"We are honored to be working with Hallmark to drive forward our vision surrounding photo expressions," said Andrew Wright, CEO of Smilebox. "We have built a solid service platform and the addition of Hallmark's creative, marketing, and distribution strengths will bring our service to consumers in a vastly accelerated fashion."

Adding to an existing network of tier-one partners including Atom- Shockwave, Big Fish Games, Madison Park Greetings, Making Memories and CK Media, the Hallmark agreement accompanies the launch of Smilebox's E-Smile Program (E.S.P.), an incentive-based network of online distribution and content partners that offer Smilebox content to their customers.

The Hallmark Smilebox Service

The Hallmark Smilebox service is now live and can be downloaded free of charge at http://www.hallmark.com/smilebox. Consumers can email the basic version of a design to family and friends for free with a short ad, purchase the premium version for a one-time fee of $0.99 or $1.99, or subscribe to Club Smilebox for $4.99/month or $39.99/ year and get unlimited premium designs. With the premium design version, consumers can choose from hundreds of music options, play their creation full screen without ads and print a keepsake.

Smilebox E.S.P. (E-Smile Program)

Through E.S.P, Smilebox is broadening the distribution of its service and growing its content selection of high quality designs. Smilebox distribution partners receive a percentage share of all revenue (advertisement, transaction and subscription) generated by users of their version of the Smilebox service. Content partners also receive a percentage share of all revenue generated by their designs across all the Smilebox distribution partners.

Smilebox provides its E.S.P. partners with the Smilebox Design Kit, a set of content development tools enabling Smilebox partners to rapidly create and monetize their own content powered by the Smilebox service. Furthermore, the Smilebox design team provides training to help its partners' design teams start creating content.

Distribution partners maintain significant control over the version of the Smilebox service that they distribute. Their brand is prominently displayed throughout the user experience. They control the content catalog, and can offer designs created by them or by other Smilebox partners. They maintain customer ownership and can merchandize their service as well as promote additional product offerings at their discretion. All Smileboxes sent through their co-branded service include links back to their website, thus driving viral traffic.

Distribution partners include Atom-Shockwave, Big Fish Games, Madison Park Greetings, Making Memories, and CK Media, owner of such publications as Creating Keepsakes, Paper Crafts, Simple Scrapbooks and MyCliqueTv.com. Content partners include Madison Park Greetings, Making Memories, Scrapgirls, Big Fish Games, the renowned graphic designer and illustrator Debbie Tomassi, and now Hallmark. Smilebox also has agreements with Somerset Entertainment, Concord Music Group and Getty Images, the world's leading provider of imagery, film and digital services.

About Smilebox

Based in Redmond, Washington, Smilebox was founded in 2005 by founder Andrew Wright. The company is dedicated to helping people keep in touch with family and friends through creating and sharing photo expressions that portray special moments in their lives. http://www.smilebox.com .