The brand is investing in a hugging-themed integrated campaign to promote its new product range. The move follows the growth of rivals such as Carte Blanche’s Tatty Teddies.
A Twitter and Facebook campaign, masterminded by Lucre's head of social, Rax Lakhani, will share content with the brand’s fans.
A dedicated public relations campaign will be capped with a record-breaking stunt attempt.
Jacquie Costello, Forever Friends brand manager at Hallmark UK, said: ‘We are extremely excited about our multi-faceted communications campaign, which has been carefully designed to promote the brand among our key consumer audiences.’
Sophie Spyropoulos, director and founder of Lucre, said: ‘This is a sector in which we have a huge amount of expertise and it’s fantastic to work with such a well-established brand during its 25th anniversary.’
Lucre has been working on a project basis for the brand since 2008.