Progressive Humour Supplement 2021

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HUMOUR NEWS

Having A Laugh 2020 was the year that nobody wanted. A global pandemic and lockdowns turned our world upside down. But still, card publishers managed to see the funny side, with humorous cards tapping into pandemic trends humour - face masks, vaccines, WFH, baking - while not forgetting increased alcohol consumption!

In fact, laughter has often proved to be the best medicine over the past year, with sales of humorous cards not only the top seller for indies in the last year, as revealed by PG’s latest Retailer Barometer, but also the area where retailers are calling for more!

Relishing in the more the merrier, Focus On Humorous Cards tracks the trends, shares the news and unveils some of the latest funnies.

Paws for thought A few weeks ago, Jackie Humphrey, coowner of Dragonfly in Cheam, sent Rosie Made A Thing a picture of the PM Boris Johnson - a keen cyclist - and Larry, the Downing Street cat. “On closer inspection, you can see that Larry has his paw on a Rosie Made A Thing coaster! If it’s good enough for No. 10…!” says founder Rosie Harrington.

Currently Rosie is excited about the launch of her magnetic fridge list pads, which are printed in the UK on sustainably-sourced textured board and supplied in biodegradable packaging.

Above: Boris Johnson with Larry who has his paw firmly on the coaster.

Below: The Rosie Made A Thing coaster in all its glory.

Below right: Rosie Made A Thing’s new magnetic list pad.

Humour brands get a makeover Danilo has updated two of its ranges. Only Fools and Horses has seen a revival of fans via streaming services such as Netflix, with Danilo recently updating its official greetings card range to incorporate bold new colours as well as a stunning new illustrative look. Danilo has also given its official Mrs Brown’s Boys card range a spruce up, incorporating new captions and bold colours into their designs for both everyday and seasonal.

Above and right: Danilo’s Only Fools and Horses and Mrs Brown’s Boys have both been updated.

Covid greeting card history Humour card company Tillovision’s Elf-isolating Christmas card is currently in the Science Museum’s permanent collection as part of its Covid archive and was briefly featured on the One Show too. “The micro-trend card is another way print on demand is changing the industry,” points out the company’s founder Richard Tillotson.

Left: Tillovision’s Elf isolating Christmas card can be viewed at the Science Museum.

Focus On Humour Cards 3-5 Having A Laugh 9-11 Humour Of Our Times 14-15 Cheers! We’ll Drink To That 19 What’s In, What’s Out 21-23 Joking Around Focus On Humour Cards is published by Max Publishing Ltd, publisher of Progressive Greetings Worldwide and Progressive Gifts & Home. It is distributed with the February edition of Progressive Greetings Worldwide.

Editor in Chief: Jakki Brown (jakkib@max-publishing.co.uk); Advertisement Director: Warren Lomax (warren@max-publishing.co.uk); Editorial: Sue Marks: (suem@max-publishing.co.uk) Max Publishing Ltd, United House, North Road, London, N7 9DP www.max-publishing.co.uk Tel: 020 7700 6740.

Home of The Henries, The Retas and Progressive Greetings Live.

Copyright: 2021

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HUMOUR NEWS

Filthy award winning fun After Go La La’s success at the 2021 Gift of the Year awards earlier this year winning the Novelty category and scooping the top Judges’ Choice prize for the company’s filthy funny soap bars - Go La La has once again turned its attention to its card portfolio.

There are new designs across many ranges - including Rhubarb & Ginger, Trollied Dollies, Hot Bubble and Nanty Narking - focusing on occasions and relations as well as designing numerous everyday cards.

“This year has been a bit of a whirlwind,” reveals co-owner John Higgins.

“During the lockdowns, we went off piste (as well as off pissed!) for a while with our soap range, winning prizes and all sorts, which, amid the twists and turns of 2020, has been a fantastic boost to morale and the business. It meant that the cards took a bit of a back seat for a while, but because we’ve seen such positive growth, we’ve been able to delegate elements of the business to others while we continue expanding our card and gift offerings.”

The company has just launched a new website, with John explaining, “it has a snazzy wholesale platform enabling our trade customers to order online once again - a function we were forced to switch to B2C during lockdown. Excitingly, we’ve noticed many of our retailers are seeing the benefit of stocking a selection of both our cards and soaps and this has helped to accelerate our sales.”

The importance of being Oscar At Poet and Painter, Bryn Dineen and Lucy Creed were so delighted with the US and UK launch of their lockdown bookmark card range, Mark My Words, that they have expanded the range.

“We decided to spread our new found romance with the ever-stylish, endlesslywitty, Oscar Wilde, across our always growing Motley Everyday cards. We really hope that it will bring the recipients as much joy to receive as it did for us to rediscover!” adds director Lucy Creed.

Below: Among the new Oscar Wilde cards in Poet and Painter’s Motley Everyday range.

Above: Among the new designs from Go La La.

Absolutely fabulous Dean Morris Cards will be showcasing new designs in the company’s ever popular Fabulous and Bubbles ranges, “some of which will be commenting on where we are currently, in our usual cheeky way,” says founder and design maestro Dean Morris.

Dean admits to finding lockdown a creatively fertile time. “I now have a random range - literally - of topical designs that don’t fit any collection. Some evolve into ranges and others just shine by themselves,” he highlights.

Left: Among the new cards from Dean Morris.

Oops! my mistake At The Sweary Card Co, there was one card that did exceptionally well for Valentine’s Day - ‘You make my thighs want to socially distance’. “Due to its popularity, I accidentally sent that, instead of another one, to a customer,” explains founder Hayley Dobbs.

“He turned out to be a really tough looking bearded guy, with a ponytail and piercings.

He sent me a picture to let me know, holding up the card with a huge frown on his face. I was tearing up with laughter.

Thankfully I got a cheerful looking one with a thumbs up when I replaced it straight away!”

Right: The Sweary Card Co’s Valentine’s Day card that was sent in error.

Something to smile about Cartoonist Oliver Preston has been busily adding cards to his new contemporary range. “They’re my drawings from Country Life magazine which are popular and make people smile,” he explains. “It’s really exciting to get a big pick up in shop orders - retailers have opened yet are nervous about prospects so we are doing everything we can to help them. We have also added more new cards to our Oliver Preston Classic range.”

Above: Helping to make people smile: a new card in the Oliver Preston Classic range.

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published by

www.danilo.com published by

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Independent retailers contact Words & Wishes on 01942 233201

sales@danilo.com www.danilo.com

TM & © 2021 All Rights Reserved to BOC Poductions Ltd. Licensed by Rocket Licensing Ltd. TM & © BBC. ©2021 Popper Picture Ltd. & Big Talk Productions Ltd. TM & © 2021 Hat Trick. Licensed by Rocket Licensing Ltd. © James Perry Productions and Worldwide Theatrix Limited 2020. All Rights Reserved.

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LOCKDOWN LAUGHS

Humour

Of Our Times This time last year it was all about loo roll shortages, lockdown hair, Tiger King, mask wearing and home schooling, so what’s going to be tickling our fancy from now on?

Who are the new ‘celebs’ and what are the new subject matters that are set to reflect 2021?

As the vaccination programme continues apace, the question on everyone’s lips seems to be, “have you had your jab yet?” with, unsurprisingly, greeting card publishers seeing the funny side.

Among them is Danilo, with the company recently designing a range of new personalised Dad’s Army designs, which acknowledges people who have got the vaccine, including lines such as ‘Dad, you’re vaccinated. You’ve done your duty’ and ‘Don’t panic, don’t panic, it’s just a vaccine. Nothing a swift jab won’t fix’.

Also finding humour in the vaccination programme is Heritage Art & Design.

“It’s vaccines all the way,” says ceo Pete Goodman, “along with vaccine passports, visits to the pub and staycation holidays!”

Right: A visit to the pub is on the cards at Heritage Art & Design.

With the vaccination programme hopefully the route to freedom, there’s plenty of humour to be found in imagining what postlockdown life will bring.

“These days, trying to predict what’s going to happen next week seems impossible, so trying to predict what will be funny a few months down the line is no easy task,” says Hallmark’s senior writer Andrew Dewhirst. “We do know lockdown restrictions are (hopefully) easing, so it feels like there’s humour to be found in people getting back into their old routines and realising they quite liked being able to wear the pyjama bottoms in their board meetings and quite

Above: One of Danilo’s personalised Dad’s Army cards that is available on Moonpig.

Below: Lockdown humour from Hallmark.

Bottom right: A jokey relationship card from Cath Tate Cards.

enjoyed having an excuse to stay in at the weekend and binge-watch true-crime documentaries. After so long living with the ‘new normal’, do we really want to go back to the ‘old normal’, or will we have to be dragged back kicking and screaming?”

Celebrity Who’s Who

Above: Middle Mouse’s Kate Fleming from Line Of Duty.

It’s always fun to see a well-known celebrity on greeting card, so who is doing what this year?

Middle Mouse is bang up to date and harking back to the past with brand new cards in the company’s best selling Characterful range.

“We’ve added Kate from BBC1’s smash hit Line of Duty, Beverly Goldberg from The Goldbergs and David from Schitt’s Creek, as well as some old favourites, Rab C. Nesbitt, Bottom and The Fresh Prince,” confirms Middle Mouse’s director Rebecca Wright. “These are all inspired by our bingewatching over the lockdown. Currently, we’ve got 72 cards in this range with more added each month.”

(The cards are printed on recycled stock and are available with or without biodegradable cellos).

It’s an interesting question, and one that Cath Tate Cards’ director Rosie Tate is happy to discuss. “We’re all looking forward to brighter days ahead and, quite frankly, we are completely and utterly sick of coronavirus, staying in our house and being with our household bubble all the time!”

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LOCKDOWN LAUGHS She continues: “Crawling out from under our lockdown rock is something we’re all thinking about, and celebratory friendship cards feature in our new designs across all ranges.

Relationship jokes and parenting jokes also feature after what feels like an age of home school for many parents, and spending every waking moment with our partners!

Exercise jokes are also featured in our new designs as we all start to think about shifting lockdown pounds to have a chance of fitting into clothes that aren’t joggers or PJ’s….”

Emerging from lockdown is an uplifting thought, as Brainbox Candy’s co-founder Ben Hickman concurs: “Finally there is some optimism in the air and people are scrambling like maniacs to the ‘offy’ and hunting down blankets for the garden. Although none of us really care how cold it is, it’s just bloody lovely to see people again. You can’t beat getting pi**ed in the flesh. And we don’t know about you, but a real hangover knocks a Zoom hangover into a tin hat!”

Dandelion Stationery too, has an array of funny new releases in its Words of Wisdom collection. “They are so relatable, and good examples of humour at this point in time,” says studio

Above: Pandemic humour from Brainbox Candy.

Above right: Dean Morris hopes we can finally say goodbye to Zoom quizzes.

Below right: A humorous take on the year from Rosie Made A Thing.

Below left: Among the new launches in Dandelion’s Words of Wisdom collection.

manger Jess Greaves. “After everyone has had to spend more time at home and with their partners, it is inevitable that some relationships came to an end. And on the flip-side, with not a whole lot else to do during lockdown, are we going to see a lockdown baby boom in the next few months?!”

Dean Morris, founder and design maestro of Dean Morris Cards, says that the biggest topical subject that will come through in his cards in 2021 will be based on “the humour around this country as we slowly come back into

something resembling a normal society - fingers crossed! The novelty of a simple pint in the pub, the collective hoping that we never have to be subjected to a Zoom quiz ever again, and just being grateful that hopefully the worst is over. I don’t think I’ve ever been so happy to be attending PG Live. I just have to remember what to do now!”

At this point, the primary purpose of my mask is to hold my chins up

As Nick Padmore, founder of Deadpan, points out: “Most of us can't have a holiday abroad this summer, so I can see some sort of celebration of the sh**ness of Britain on the cards (literally).

I'm thinking the car park at Land's End, the magic of motorway services, that feeling of total, abject sadness that only comes from standing on a beach in the rain in July. I'm thinking Instagram

Signs of the times Pre-pandemic, there were so many things that we took for granted, with Pigment reflecting the humour of our times with a host of cards that cover everything from blowing out the candles on a birthday cake while wearing a mask, “to doing so much online shopping that we forget what we’ve ordered and from where,” says Pigment’s senior designer & strategic trend researcher Hannah Matthews, “with two cards from our Life and Times range offering lockdown learnings on the huge consumer shift to online shopping.

Additionally, our homes are where we’ve spent a lot of our time in the past year, with bumper spending on home improvements/décor, with our Cuckoo ‘scatter cushions’ card a great example of relatable, millennial humour.”

Other new Pigment launches touch on working from home. “As the trend for working from home continues beyond lockdown - and the line between home/work life becomes more blurred - our Fleet Street range captures the best way to start the working day, with a cheeky lie-in for the sake of the country, although don't forget to change out of those pyjamas for the team Zoom call!” jokes Hannah.

And while Pigment’s ‘the interesting thoughts of Edward Monkton', wasn’t initially perceived as a humour line, trends have moved towards it Hannah points out. It now overlaps into the humour genre, with his unique sense of humour fitting the increased focus on kindness and inclusivity in mainstream culture. “Zen Dog is a gentle humorous reminder to worry less and enjoy the ride,” points out Hannah.

Right: Pigment has taken a safety-first approach with the company’s new Riff Raff Mask Birthday Cake card.

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LOCKDOWN LAUGHS

Which ones are for keeps?

While a godsend to print on demand operators, who print to order, knowing at what point something topical has enough ‘legs’ to make it onto a greeting card that will still resonate when it is sitting in a retailer’s rack for months, is tricky for publishers.

As Hayley Dobbs founder of The Sweary Card Co comments, “while consumers now expect there to be cards that reflect current politicians, celebrities and TV shows, finding the balance between creating a range that’s consistent and has longevity, and also creating cards that are best sellers for just a few weeks or months, is quite a challenge,” she admits.

This is something UK Greetings wrestles with all the time, wanting to ensure that it creates designs for its retailer customers that are wholly relevant, but will not pass their ‘sell by date’ by being based on what are likely to be transitory references.

“Although we are moving towards a postlockdown world,” says Ben Whittington, UK Greetings’ creative director, humour, character and licensing, “some Covidrelated themes, such as social distancing, masks and hand gel are still current,” while others, that are likely to have a short lifespan, are better suited to online platforms.

The main thing is that there are real greeting cards out there that reflect current tastes and, moreover, are funny too. It is the best medicine, pandemic or no pandemic.

Above: A design from Woodmansterne’s Livin’ It range featuring illustrations

by Adam Larkum that reflect the growth in gardening during the last year.

Right: A design from Woodmansterne’s Haldane range.

influencers using filters to deliberately make their holidays look worse for once.

And I'm thinking there's probably a Deadpan range in this. Excuse me a moment!” quips Nick.

Rosie Harrison, founder of Rosie Made A Thing, puts it this way: “This year is all about trying to lose that second chin you developed in lockdown while keeping up the bottle-of-wine-aday habit you now have!” she concludes.

Banking on Boris Topicality can be risky when the news agenda moves so fast but as Stuart Caldwell, owner of Splimple, explains: “last Autumn, we decided that a satirical take on the pandemic might prove durable. The risk was doubled by lampooning the government - although eliminating most card-carrying Tories from potential buyers! Six months on, the range continues to sell well, and Boris remains the gift that keeps giving in terms of more satirical ideas for extending the range!”

Top: A satirical card in the New Normal range from Splimple.

Above: The Grey Earl’s Boris design that achieved media fame by being received by Scotland’s first minister Nicola Sturgeon for her 50th birthday.

Left: A new Boris design from Really Wild Cards’ Politically Incorrect range that is distributed by Second Nature.

Top right: Humour from The Sweary Card Co. Above: A Father’s Day design from UKG that’s exclusive to Moonpig due to the timely reference.

The meme too culture “Meme culture - surely the predominant humour of our time - may feel throwaway, but for us at KissMeKwik, it’s just an extension of the quip, the one liner, the zinger,” says the company’s Matt Barker. “We also often find fun in the waves of ever more niche dietary requirements, and then there’s the modern phenomena of the motivational poster, written in soft cursive, imploring visitors to ‘Live, Laugh, Love’, to which we could add ‘Vomit’. And finally, as people prepare to head back into offices after a year of being locked down, there’s always room for a joke about the travails of the workplace.”

Right: One of KissMeKwik’s latest designs.

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DRINKING DURING THE PANDEMIC

Cheers! We’ll Drink To That

With the pubs closed for months, it’s no secret that many of us took to our kitchens and popped a few (too many!) glasses of wine and generous G&Ts! With drinking a perennially popular subject for humour cards over the years, how is it currently being served up, what’s trending, and what have women got to do with it?

If there’s one thing Brits love it’s a drink, with greeting card publishers finding endless ways of putting a humorous take on the subject.

“We drink to celebrate, we drink to commiserate, we drink to bond…in fact, some may say we don’t always even need a reason to drink, we just need a glass!” quips Paperlink’s md Emma Young. “There has definitely been shifts over the years in what is hot and what is not. Men no longer just drink pints and women drink more. There are many new sophisticated alcoholic beverages available, all with slick advertising campaigns. Media coverage of health issues also influence our sense of responsibility when it comes to making jokes about having one too many, and how can we ignore the impact of lockdown?”

Continues Emma: “Here at Paperlink we now handle the subject with warmth, fun and positivity, both visually and editorially. No throwing up in the gutter jokes anymore. Our drinking humour is cuter and sweeter and not negative to the recipient, probably because more drinking cards are now aimed at women than was the case 30 years ago.”

Right: Peartree Heybridge’s Camilla and Rose, drinks in hand, look forward to partying again.

Right middle: We’ll Meet Again from Tillovision.

Far right: Pigment’s Hey Girl - We Got Locked Down card.

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Talking of women drinkers, “the girls, Camilla and Rose, are never far from a glass of something!” says Peartree Heybridge’s director Louise Martin. “During the pandemic they have managed to keep the bin men busy with their recycling, and artist Sarah Boddy working away! Of course, they have also been very responsible and there has been no drinking and driving!”

At Tillovision, founder Richard Tillotson, says that ‘We’ll Meet Again’ has been a popular lockdown card for the company. “We’re also doing some quite gentle drinking humour for both female and male relations,” he confirms. “As our ‘another f***ing gin card’ suggests, gin still seems to be a popular topic for cards. We’re also doing some Christmas drinking this year with cards like Christmas Hangovers’.”

Despite being the top tipple for many years, gin-themed cards have

Left: Flying high!

Among the cards in Paperlnk’s Bowling for Soup range which launches in July.

Right: Its’ gin time again at Heritage Art & Design.

Below: A new Aperol Spritz card from UKG is one to keep an eye out for in June.

been keeping publishers topped over the last few years in line with the proliferation of gin brands. At Heritage Art & Design, ceo Pete Goodman says: “for us, it’s just more of the same prosecco, gin and beer!

Then more prosecco, gin and beer! Just like lockdown really!”

Mark Graham, UK Greetings’ humour editorial manager, concurs that while the trend for gin shows no sign of slowing down, “trendy new drinks such as Aperol Spritz have also found their way onto some of our cards,” while also highlighting that “enthusiasm for real ale is also still going strong, and craft beer references have replaced some of the more traditional themes of going to the pub and downing pints of bitter and lager.”

Pigment is looking forward to celebrating “those lovely little moments through the second half of this year and all of 2022 when, after a year of restrictions, we are reunited with our

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DRINKING DURING THE PANDEMIC best friends and drinking partners. “Pass the gins!” says Hannah Matthews, Pigment’s senior designer & strategic trend researcher.

“Drinking always has and will continue to be a popular subject for my humour,” states design maestro Dean Morris, founder of Dean Morris Cards. “There is a desire to focus on being able to do it again in a social environment, and to maybe cut down on the extra bottles we got used to over lockdown. I think there’s also a desire for not everything to be about post lockdown - let’s hope the humour market can almost reset itself to how it was before.”

As Cath Tate Card’s director Rosie Tate quips: “Everyone likes to have a birthday drink but after the year we’ve all had, a celebratory drink this summer falls into the essential category! Drink jokes often feature across all our ranges at Cath Tate Cards, but the drinks this summer will have particular significance. The fact that we might also be a little out of practice is also a theme that is popping up in a number of designs,

Left: One of the many Dean Morris designs mentioning alcohol.

Right: Poet & Painter’s Know your Curves.

Below left: A fun Cath Tate card reflecting finally getting together, in person, for a drink.

lightweight drinks here we come!”

Of course, with the pubs closed for months, and then re-opening in mid-April, there was a window for publishers to bring out topical designs. “Our best selling card of the year is definitely ‘Sorry The Pub Is Shut On Your Birthday’,” confirms Joanna Cooper, director, Cheeky Chops Cards & Wanky Candles. “It was a best seller on Moonpig selling thousands online, and to follow it up with the pubs now reopened we created a ‘Now The Pubs Are Open’ card, with, as always, Cheeky Chops cards signature sarcasm.”

Adds Lucy Creed, director, Poet & Painter: “The Poet and Painter bar has been serving patrons right through lockdown and beyond, so we will ensure that the glass is always more than half full, even if it does mean that quite a bit has left sticky marks on the floor.”

As Hayley Dobbs, founder of The Sweary Card Co concludes: “Alcohol is a huge part of British culture and we’ve both indulged in it over the past lockdown, while also missing the social element of meeting our friends for a pint or fancy cocktail… and maybe five of each! Cards now feature our favourite tipple, cocktails, point fun at our excessive birthday drinks and also, how drinking has intertwined with lockdowns.

At the end of the day, boozy cards aren’t going anywhere!”

Above left: A birthday drinks menu from The Sweary Card Co. Above right: This design, from Dandelion Stationery’s Words of Wisdom collection, continues to be one of the company’s best selling gin cards.

Left: A best selling card for Cheeky Chops on Moonpig.

In The Best Possible Taste Of course, some aspects of drinking need to be handled sensitively. “Alcohol and celebration tend to go hand in hand for many people - or glass in hand, I suppose - but we’re increasingly mindful that alcohol isn’t a laughing matter for all so there’s a growing need to make sure that we provide a balanced menu of alcoholic and non-alcoholic options,” says Hallmark’s senior writer Andrew Dewhirst. “Where we do touch on the subject of drinking, we want to make sure our humour walks that fine line of being fun but not funny at someone else’s expense.”

Likewise, at UK Greetings, humour editorial manager Mark Say when...

Graham, explains that the publisher is keen to promote responsible hen When drinking “so some of today's drinking cards tend to be more about quality rather than quantity, enjoying a nice drink or two rather than getting staggeringly drunk and being sick,” he explains.

Meanwhile at Rosie Made A Thing, “we try not to make it all about drinking - because it isn’t big or clever,” says founder Rosie Harrison, before freely admitting “but it’s no secret that we enjoy a boozy card. And a global pandemic calls for even more!”

Above right: A fun, alcohol themed card from Hallmark.

Left: Wine When from Rosie Made A Thing.

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THE GREATEST COLLECTION OF GREETING CARDS IN THE WORLD “It’s in the diary! I am really looking forward to PG Live – it feels long overdue to see and speak to all our publishers old and new!

It will be a key moment for us to start thinking about planning for 2022. I just can’t wait to see all the new designs.”

Sarah Moughtin, card buyer for John Lewis & Partners and Waitrose “We’ve never been so looked after at a trade show as we are at PG Live - just one of the things for us that means it stands apart from other shows. All of our team really enjoy the show. It has such a great buzz and positive vibe. It’s always great to see new publishers and emerging trends, as well as seeing how existing suppliers are upping their game.”

Miles Robinson, co-owner, House of Cards “The PG Live show has such a happy vibe and energy. It is my favourite show of the year. I love that it focuses on just greeting cards and offers a mix of large publishers, established independents and new starters.

I love the coffee and tea trolleys going around which add to the feeling that you are being hosted and should just relax, enjoy the day and take the time to get to know some of these fabulous designers.”

Georgina Black, owner, Pretty Shiny Shop, London

Where the card community comes alive! www.progressivegreetingslive.com

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PG Live 2021 Tuesday 27 - Wednesday 28 July Business Design Centre, London +44 (0) 1635 297070 www.progressivegreetingslive.com @PGLiveLondon #PGL2021

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, What, s In,

TABOOS/NEW TERRITORIES

What s Out

Greeting cards reflect society, its values and beliefs, but inevitably these change over time. In many cases, what was once deemed an open topic for mirth then became seen as not acceptable (and no longer funny).

Conversely, the drive for more inclusivity, as well as acceptance of certain words in common parlance, has opened doors on the humour front.

PG takes a look at which doors have closed and which have opened.

In the woke, politically correct world in which we live, what was once deemed OK to giggle at can now be seen to cause the most offence.

“Tastes evolve and change all the time and humour has always been subjective, so it’s never easy to be 100% sure you’re not putting your foot in it,” says Hallmark’s senior writer Andrew Dewhirst. “That said, it’s always sensible to ask yourself if you’re laughing with someone or laughing at them when you’re making a joke. Our job is to try to look at the changing landscape of society and make sure that everyone can share a laugh and a connection, and no one feels left out. It’s a challenge, but it’s also what keeps the job fresh and exciting,” adds Andrew.

“In new product we’re avoiding gender stereotypes which could be considered sexist and also words such as ‘bonkers’, ‘nuts’ or ‘crazy’ which can have negative mental health connotations,” explains UKG’s Mark Graham, humour editorial manager.

One subject matter that started as an attention grabber for Deadpan has ended up staying in the range. Founder Nick Padmore explains: “when we launched our 'Happy menopause' card it was really just a joke. We figured it would be worth having a few wild cards that didn't sell just to get a rise out of people at trade shows.

But then people started buying it like crazy, and we accidentally

Pressing the disable button As part of its ongoing commitment to inclusivity, Cath Tate Cards recently introduced a collection of designs by Dandy Doodlez into its Cath Tate Cartoons range, which confront disability through some pithy and wry cartoons.

Dandy Doodlez is a disabled/chronically-ill digital artist whose primary focus is on queer and disability representation.

“Disability is not something that ever features on greeting cards, but it should,” states Rosie Tate, director of Cath Tate Cards. “Working with Dandy means we have been able to give disabled people a voice on the card racks - and they are funny too!” adds Rosie.

Left: Dandy Doodlez’s primary focus is on queer and disability representation.

Above: Happy menopause from Deadpan.

Left: Gentle menopause humour from Poet and Painter.

Below: An LGBTQ card that’s new to Dandelion Stationery’s Words of Wisdom collection - making fun of Croc wearers is OK.

helped create a whole new occasion. On the other hand, our 'Happy Brexit' card is now very much on the scrap heap.”

The menopause has also raised a few laughs for Poet and Painter.

“We’ve been shouting about the unholy bunfight that is the menopause for five years now, so on top of our hot flushes and elastic waistbands, we also thought that, even in our dark pandemic days, we could spread a little gentle humour on that subject - at a responsible social distance, obviously!” says director Lucy Creed. “We laugh in the face of ageing, hoping that we can scare the pants off it.”

Heritage Art & Design’s ceo Pete Goodman adds: “Taboos we avoid are European jokes - because we aren’t in the EU anymore - and that orange bloke in the USA because he got found out and has been kicked out!”

The Sweary Card Co’s founder, Hayley Dobbs, says that personally, she doesn’t believe that there are any limits when it comes to cards - apart from obvious topics. “Even the most ‘crossed a line’ cards I design are being bought both in the UK and surprisingly to me, the US.” However, going forward for publishers, treading with care in deciding what’s OK and what’s not OK to poke fun is clearly the challenge.

Focus On Humour Cards

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NEW LAUNCHES

Joking Around With our unquenchable thirst for cracking humour ranges, PG serves up a double measure of new launches which are just the tonic! l After the year we’ve had, everyone deserves a 5 star review and Rosie Made A Thing’s new Five Star Relations range hits the spot.

With 20 designs in total, there are glowing annual appraisals for everyone from your granny to long-lost uncle Dave.

ExcelLent Sister. Would recomMend.

Hap py Birthday

l Splimple has added several pandemic-inspired titles to the Alison’s Animals range - but the first one to be released (last May) remains the biggest seller. The image, of a dishevelled Boris looking helpless at his lectern must be seared into the nation’s memory! Meanwhile, Splimple’s Red and Howling range is the dog-themed work of Californian artist Amy Luwes.

With Splimple traditionally known for its caustic wordy wit, the new In Yer Face range turns that on its head, with few words and most of them very nice! An additional feature on this 12title range is the finish - a high-build Scodix varnish on the headlines, which imparts an almost 3D effect.

l There are lots of laughs from Danilo, with new launches that include Derry Girls, featuring popular characters such as Clare Devlin, Michelle Mallon, James Maguire and Erin Quinn. The new officially licensed greeting card range spans a variety of age and general birthday captions. Also new from Danilo is a new range of official Father Ted cards which feature key characters from the show, alongside humorous captions. Plus, Danilo will also be publishing a new official greeting card range for popular TV comedy Friday Night Dinner which celebrates its 10th anniversary this year. l Birthday Suit is a brand new humour collection from Carte Blanche Greetings (CBG), which will be launching at PG Live in July.

Funny puns, alcohol themes, getting old jabs and the odd expletive all feature alongside illustrated dressed up characters.

Also in the line-up are popular naughty/cheeky emojis, as well as referencing the social platform which only the youthful seem to be able to fathom - TikTok. l The world may have changed beyond recognition, but fear not, the OG of silly, naughty and downright sidesplitting cards are still going strong! KissMeKwik HQ has been beavering away since returning to bring out some excellent new designs.

Plus, don't forget the company’s ever faithful booze range. Please drink responsibly.

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NEW LAUNCHES

l Ommm Ommm!

Brainbox Candy is spreading some serious positive vibes with the company’s brand new range Namasté. There are 22 uplifting, light-hearted, fun captions to inspire, cheer up and generally make people feel fabulous again. It’s about time everyone had something to smile about! A6 in size and accompanied with recycled kraft envelopes which will help ol’ planet earth. After all, we’ve all got to do our bit every now and zen. l Off The Page is a brand new range from Middle Mouse featuring quotes from literary greats, such as Shakespeare and Jane Austen, in a contemporary abstract design.

There are 15 in the range with more coming soon. Current best sellers are Obstinate Headstrong Girl from Pride and Prejudice and Don’t Panic from The Hitchhiker’s Guide to the Galaxy. They are printed on FSC approved stock. l Cards to look out for in June from UKG, include Abracadabra, a fun contemporary humour range that really shouts out from the rack with bold, die-cut funny call-outs and a modern illustrative style, along with Your

Attention Please! There's no hiding that landmark age with one of these eye-catching 3D warning signs on the mantlepiece! UKG also has some fantastic new adult age humour designs that will be available from June.

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Focus On Humour Cards

l Lucilla Lavender’s new Human Bean range encompasses brightly coloured designs centred around bean characters, with fun wording in a bold font, enhanced by embossed spot-varnish.

There are general birthday designs as well as lots for relations and occasions - from cute new baby designs, wedding, anniversary and new home, through to get well soon, good luck and congratulations. l Redback’s latest release, Near Modern Disaster, has been providing the giggles we all need to get us through these challenging times. With its signature light-hearted humour that covers everyday and occasions, this versatile collection also features sentiments that couldn’t feel more relevant right now, such as ‘I miss your face’ and ‘You’re only young once’. l Heritage Art & Design has created two new humour collections.

Cheesily puntastic collage situations with a zoological appeal and just a touch of kitsch makes Wild Life’s colourful range of cards a great way to send very ‘beast’ wishes. The range features eight open birthday cards and nine family/age captions.

Meanwhile, in Pink Petshop, crazy cats, doggy dudes and quirky birds abound in this bright ‘n’ bold range of gently humorous yet lively designs. l Poet and Painter is bringing out a swathe of new things, from birthday cards for those who still think that having teeth is an everyday experience, to those who wish they lived in a galaxy far, far away (ticks that box).

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NEW LAUNCHES

l The Aches & Pains range from Rusty Pencil highlights it's not funny growing old.

Although actually, sometimes it is. When one's joints perform the 21-gun salute as you stretch for the TV remote you can't help but laugh, but don't laugh too loudly as you might give yourself a hernia!

l Tracks Publishing has considerably expanded its humour portfolio, releasing over 20 new designs into its existing collection.

Featuring topical humour relating to old age, social distancing and some fab new Naughty By Nature designs. All cards are 122mm x 170mm and blank inside.

l Inspired by friends starting businesses during the pandemic, Go La La has launched new designs for the self-employed as part of its Rhubarb & Ginger range. These humorous contemporary word cards are printed on textured uncoated board and paired with a soft grey envelope.

l Recognising the cult following for Chris (Simpsons artist), who has nearly a million followers on Instagram alone, Ohh Deer has launched a range of 13 designs based on the artist’s bemusing insights into the surreal. It all began when Chris was five years old growing up in England inspired by the characters of the hit US cartoon 'The Simpsons'. His childlike drawings and stream-ofconsciousness captions are weird but wonderful. l During lockdown, Bob could have got a ‘six pack’ or learnt Spanish, but no, Bob decided to take up baking.

Do you know a Bob? 95% enthusiasm, 5% ability to follow a recipe! One of the soon to be released designs from Not At All Jack.

l Now more than ever people need a reason to laugh, with Bold & Bright adding some new, extra cheeky cards to its Jeffrey & Janice Birthday range. The cards all keep to the same format, being 5” x 7” and come cellowrapped with a brown Kraft envelope.

l Off the back of its best selling Live. Laugh. Burn. card, The Sweary Card Co has developed a new range called The Anti-Hun Hun Club focusing on British hun culture and the horrendous public displays on Facebook. “Has anyone got the number for the doctors?” We get it, you’re ill, but clearly capable of typing so use bloody Google! Cards are 150x105, printed on 300gsm board, and come with recycled kraft envelopes, available wrapped or naked. l Having featured prominently in the Fred cartoons, his right hand woman, Penelope now has spawned her own range within the Woodmansterne portfolio. The Penelope & Friends collection feature modern day observations of her life with Fred and her chums, covering drinking, eating, exercising, shopping and home improvements among other important life lessons.

Focus On Humour Cards

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Very appreciated and excellent customer service.

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CoolSource CardS Punbelievably funny eco cardS For more info email hello@coolsourcecards.com www.coolsourcecards.com

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