KANSAS CITY, Mo. — Hallmark is shifting its current Spanish-language greetings line to a new lifestyle brand called Hallmark VIDA.

The company said VIDA (which means “life”) will offer products in both Spanish and English, including greeting cards, ornaments, home decor, gifts and gift presentation items for everyday occasions and key seasons such as Valentine’s Day, Mother’s Day and Christmas.

Hallmark noted that VIDA will address the needs of Spanish-speaking, bilingual and primarily English-speaking Hispanics in the United States.

“We recognize the importance of family, celebration and optimism in the Hispanic culture,” stated Hallmark multicultural leader Carlos Ayala. “While the Spanish language is the primary attribute when it comes to cultural specificity, the VIDA brand will deliver distinct product solutions for these holidays and occasions that showcase the way Hispanic celebrations are unique and special.”

Plans call for Hallmark VIDA products to be available in time for Mother’s Day. VIDA will be found wherever Hallmark products are sold, including Hallmark Gold Crown stores and mass retailers such as Walmart, Walgreens and CVS, as well as online at HallmarkVida.com.

Hallmark added that the Hallmark VIDA brand name has been registered around the world, including in the 17 Spanish-speaking countries in which the company already does business.

“We’re extremely excited to expand Hallmark’s current Hispanic offering to better reflect a world views” Ayala commented. “We intend for Hallmark VIDA to be a global brand by honoring cultural heritage in our products and solutions in meaningful and authentic ways and that speaks to our consumers, regardless of one’s country of origin.”