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Hallmark’s Mahogany Card Brand to Be Adapted Into TV Movies Beginning in 2022 (EXCLUSIVE)

For more than 30 years, Black families have celebrated occasions big and small with Hallmark’s Mahogany cards, a line designed with those consumers in mind. Now, Mahogany will launch on the small screen, with a quarterly slate of original movies coming to Hallmark Movies Mysteries in early 2022.

While many networks and studios have pivoted to spotlight content for Black audiences, Crown Media Family Networks president and CEO Wonya Lucas says Hallmark was “uniquely positioned” for the endeavor thanks to the strong “emotional core” that exists between the company and its consumers.

“Mahogany is a 34-year-old brand that has been an important part of the portfolio since its existence,” Lucas tells Variety. “So for us, it’s not an initiative; it’s bringing something to life through storytelling.”

Before taking charge of the company in August 2020, Lucas was a longtime consumer of the line. She quickly recognized and ultimately seized the opportunity to translate its high brand awareness to Hallmark’s TV networks.

But she emphasizes that it’s more than just good business: Mahogany is personal for the audience it aims to represent.

“When I look at Mahogany cards, I can clearly say to myself, ‘They see me,’” she explains. “It has a very distinctive voice, and it also has breadth. It represents the Black experience in many ways — from family to love to sisterhood — which is so important to Black women — to loss or trials and tribulations. [It represents] our journey.”

Talks to translate Mahogany to TV began in early 2021, as Lucas approached former TV One colleague Toni Judkins about spearheading the project.

“She had me at ‘Mahogany,’” says Judkins, now Crown Media’s senior VP of programming and development. “It was a brand that I love and have known

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