Iconic greeting card company Hallmark has been in operation for more than 100 years, securing its spot as a household name for its distinct portfolio of cards, media productions and more.

But despite the brand’s legacy, paper companies have long-struggled to stay afloat and the Hallmark namesake is no exception.

Earlier this week, Banner’s Hallmark , an independently owned operator of Hallmark Gold Crown stores , filed for Chapter 11 bankruptcy protection .

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While these stores are not owned by Hallmark Cards Inc. , they are licensed under the Hallmark brand and sell many Hallmark brand items.

Banner’s Hallmark and 40 of its affiliates filed for bankruptcy protection Sept. 15 for assets ranging from $10

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