“We always make the character the star”: Paula Ford on Hype’s approach to developing licensed greetings cards

Paula Ford, Creative Director at Hype, on why simplicity is the key when it comes to licensed card design.

Hi Paula. Can you give us some background to the history and development of Hype, and how you alighted on the world of greetings cards?
We started in the recession of 1991. I had been made redundant and Richard was working as a marketing consultant. On behalf of another company, Richard started discussing – with Copyright Promotions – a greeting card licence for Spitting Image. The other company didn’t want to pursue this opportunity, so we decided to do it ourselves, launching the cards at the first ever Autumn Fair in July 1991. The following year we approached Warner Bros and added the Looney Tunes licence, and the company grew from there!

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