Hallmark’s Mahogany line of cards, marketed to African Americans, may seem like a great idea–until the sh*t hits the fan. Apparently the card company, which recently won the hearts and minds of the LGBT community with its E-card featuring gay fathers, has certain opinions about black people–namely, that it’s a great idea to market a Father’s Day card for black moms.
Visitors to Hallmark’s Facebook page have been voicing their concerns: that Hallmark is perpetuating a racial stereotype for money.
Hallmark’s outreach efforts sometime work, sometimes backfire. Perhaps it’s time for the company to realize that “outreach” to the black community does not work well when it is represented as a characterization of black fathers as absent and uncaring.
The company, of course, offered a canned response to the criticism:
Perhaps it is time that Hallmark focused on positive steps forward, as it did with its (POSITIVE) e-cards celebrating gay fathers, rather than negative and damaging stereotypes. Hmm?