For more than a century, Hallmark has been a tightly-held, Midwestern business that’s mastered the art of turning feelings into revenue. But recently, it has run into trouble when it’s tried so hard to be inoffensive, it ends up offending. Can Hallmark succeed in an era when emotions might be getting too big to fit in an envelope?

Podcast production by Jess Miller and Cleo Levin.

Slate Plus members get ad-free podcasts and bonus episodes of shows like Dear Prudence and Slow Burn. Sign up now to listen and support our work.

Learn more about your ad choices. Visit megaphone.fm/adchoices