Overview
- Hallmark’s Keepsake Ornament Premiere, which runs July 11–19, will open a day early for Keepsake Ornament Club members on July 10 to buy select new pieces before general release.
- The first wave introduces more than 250 new ornaments drawn from Disney, Star Wars, Marvel, gaming and novelty lines and is previewed inside a 400+ item Dream Book.
- Headline Disney pieces include a Cinderella Castle tree topper ($199.99) with three synchronized light‑and‑sound programs plus a remote and power adapter, a spinning Disneyland 70th Dumbo musical ornament ($69.99) that plays narration and music, and a Pirates of the Caribbean Treasure Skeleton ($49.99) that lights up and links with other attraction ornaments when plugged in.
- Hallmark is promoting enrollment in the Keepsake Ornament Club through July 31, will host artist signings from July 25 through Sept. 19 at select Gold Crown stores, and plans a second Keepsake Debut on Oct. 10–18 that will add 150+ more ornaments.
- The program’s use of licensed park icons, high‑feature pieces that require adapters or cords, staged releases and member perks is meant to spur repeat purchases and quick sellouts and fits a broader ‘Christmas in July’ merchandising trend among theme‑park retailers.