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THESE HALLOWEEN CARDS ARE A REAL SCREAM!

 CLEVELAND, Oct. 21 /PRNewswire/ -- A screaming Halloween card bearing a tiny computer chip and a growing number of "alternative" Halloween cards geared to young adults and baby-boomers are the latest examples of Halloween products for the expanding adult market.
 Once considered a holiday just for kids, research shows today's adults are embracing Halloween in record numbers. According to Chris Riddle, who heads up the Halloween Creative team at American Greetings, more than 30 million Halloween cards will be exchanged this year, and increasing numbers of them will be adult-oriented humorous cards.
 "More than one-third of our Halloween card line is devoted specifically to adult sending," Riddle said, "and many more cards are appropriate for all ages. The screaming card is a good example of a product that appeals to baby-boomers, young adults and men, groups which tend to favor cutting-edge products. They're usually the first to embrace new products and new technology.
 "The screaming card is rather unique in that it's really a card and gift all in one. It's a gag item, something that can be shared with friends for a long time. The screaming sound effect has a shelf life of two to three years. If played continuously, the screaming sound would last for two solid days!"
 Equally popular this Halloween are cards featuring off-beat humor, irreverent wit and lifestyle parodies. A typical card pictures a cartoon-like drawing of a zombie and reads: "What could be more horrifying than a parade of zombies aimlessly roaming the neighborhood on Halloween night? They could be playing accordions! Happy Halloween!"
 Micromarketing is alive and well this Halloween, with many cards targeted to specific sending situations. For instance, a woman-to-woman card reads: "What's 12 feet tall, has fangs and purple hair? I don't know either, but he's single, rich and he likes me. Happy Halloween!"
 For the office gang, American Greetings offers a card resembling a supermarket tabloid article. It reads: "A HALLOWEEN TALE OF TERROR! IT'S THE DAY THE COFFEE MAKER WOULDN'T WORK! See ordinary human beings transformed into sullen, glazed-eyed zombies! Watch even the most rational people succumb to primate cravings! Happy Halloween from one office zombie to another."
 -0- 10/21/93
 /NOTE TO EDITORS: Photos and product samples available./
 /CONTACT: Laurie Henrichsen, marketing/public relations coordinator, of American Greetings, 216-252-4943/
 (AGREA)


CO: American Greetings Corporation ST: Ohio IN: HOU SU: PDT

LV -- NYHFNS6 -- 4908 10/21/93 06:51 EDT
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Publication:PR Newswire
Date:Oct 21, 1993
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