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Industries was a display fixture manufacturer.

Plus Mark was formed to manufacture Christmas gift wrap, boxed cards, and accessories. Also in 1978, the corporation set up two new subsidiaries Plus Mark, Inc. Morry Weiss, Irving's son-in-law, and Irving Stone in 1978 were appointed president and chairman & CEO, respectively. By 1977, Holly Hobbie became one of the top female licensed character in the world. In 1972, the company introduced Ziggy, created by Tom Wilson, which soon had a newspaper cartoon strip generating additional income.

The character's public appeal lead to the formation of Those Characters From Cleveland, Inc. Holly Hobbie premiered in 1967 as a line of greeting cards by American Greetings. In 1971, a retail subsidiary was formed called Summit Corporation, later called Carlton Cards Retail, Inc. A Mexican subsidiary in Mexico City was set up in 1969. In Forest City, North Carolina, the company build a cabinet manufacturing plant in 1960. Jacob Sapirstein became chairman of the board while Irving assumed the company's president post in 1960. In July 1957, the company moved its headquarters to One American Road, Brooklyn, Ohio. Also that year, the Hi Brows humor studio card line was launched. In 1956, American Greetings formed Carlton Cards, Ltd., a Canadian subsidiary. The funds raised were earmarked for acquisitions and expansion. The company changed its name to American Greetings Corporation as the company went public in 1952, issuing 200,000 shares. of Sydney, Australia and the company signed a licensing agreement, the firm's first, in 1949. American Greeting Publishers was incorporated in 1944. Irving and his brothers changed their last name to Stone in the 1940s. In 1939, the firm first issued the Forget-Me-Not card line. was renamed in 1938 to American Greetings Publishers. In 1936, the company opened its first branch office and the first major manufacturing facility. Harry, the youngest son, joined the business in 1935. In 1934, the company began hiring sales representatives. Sapirstein Greeting began in 1932 making its own greeting cards. The company started using self-serve display cabinets for its greeting cards in 1929 further cementing its position in the market. Morris and Irving in 1928 got a post card contract worth $24,000. Irving's brother Morris started working at the card company in 1926.

Irving Sapirstein, Jacobs's oldest son, became the Jacob's first partner in 1918 at age nine. was founded in 1906 by Polish immigrant Jacob Sapirstein (1885–1987), who sold cards to stores from a horse-drawn cart, American Greetings has been run by members of the family since its inception.

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