American Greetings Pushes, Redefines the Envelope

First-ever Music And Sound Envelopes Bring Fun To Greeting Card Aisle

CLEVELAND, May 19 /PRNewswire-FirstCall/ -- When the first gummed envelope
appeared in 1851, it helped to revolutionize the postal industry and has
remained almost completely unchanged from its humble beginnings as a simple
letter wrap. Over one hundred and fifty years later, American Greetings (NYSE:
AM) has announced the next generation of both the envelope and sound and music
products with the first-ever music and sound envelopes.

This patent-pending design has an innovative mechanism in the opening flap,
which triggers music or sound to be played each time it is opened. These
mailable envelopes allow consumers to add a surprising burst of sound to
almost any greeting card. The new envelopes also feature themed designs to
create an exciting way to package a greeting card that's not only visually
appealing, but also a lot of fun.

"We know that consumers want to create memorable experiences when celebrating
special occasions to show their friends and family just how much they care,"
said Mary McClain, new product concepts creative director American Greetings.
"Music and sound envelopes are a unique way to customize a song or sound clip
to an already carefully selected greeting card and it adds such a wonderful
surprise when the envelope is opened."

Featuring a variety of songs and sounds, the collection has everything to
delight recipients, ranging from "What I Like About You" by The Romantics,
"You Got It (The Right Stuff)" from New Kids on the Block, and "Happy
Birthday" to people cheering and animal noises. The envelopes are perfect
additions to any birthday or other festive occasion.

Retailing for $3.49, music and sound envelopes can be found at leading
specialty, mass, grocery and drug store channels nationwide. Visit
www.corporate.americangreetings.com for more information or store locations.

About American Greetings Corporation

For more than 100 years, American Greetings Corporation (NYSE: AM) has been a
manufacturer and retailer of innovative social expression products that assist
consumers in enhancing their relationships. The Company's major greeting card
brands are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings
and Papyrus, and other paper product offerings include DesignWare party goods,
American Greetings and Plus Mark gift-wrap and boxed cards and DateWorks
calendars. American Greetings also has the largest collection of electronic
greetings on the Web, including cards available at AmericanGreetings.com
through AG Interactive, Inc. (the Company's online division). AG Interactive
also offers digital photo sharing and personal publishing at PhotoWorks.com
and Webshots.com and a one-stop source for online graphics and animations at
Kiwee.com. In addition to its product lines, American Greetings also creates
and licenses popular character brands through the American Greetings
Properties group. Headquartered in Cleveland, Ohio, American Greetings
generates annual revenue of approximately $1.7 billion, and its products can
be found in retail outlets domestically and worldwide. For more information on
the Company, visit http://corporate.americangreetings.com.

SOURCE American Greetings Corporation

Frank Cirillo of American Greetings Corporation, +1-216-252-7300 x4806,
frank.cirillo@amgreetings.com