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DURING the war, too, they decided to take the work nearer the workers for handwork on greeting cards, by locating branch plants in neighborhoods where the employees live. This led to leases on Troost and on Forest Avenue; on Broadway; and in Mission, Kansas — and to the estabhshment of branch plants in five other Kansas towns: Topeka, Law rence, Emporia, Parsons and Leavenworth.
About this time, Hallmark bought the Motto Division of the Buzza Company of Minneapolis — folks who make wall mottoes from verses and epigrams. To be in this business you need to have copyright use of Joyce Kilmer's "Trees," the poems of Rudyard Kipling, the verses of Edgar A. Guest and the writings of J. P. McEvoy. Joyce Hall negotiated all that, too — along with expanding the Forest Avenue location to hold the consolidated Motto and Artcraft departments. The motto business was eventually discontinued as changing times resulted in a decreased demand.
Meanwhile, the company had moved its New York quarters from the Empire State Building to a 10,000 sq. ft. showroom and office at 417 Fifth Avenue— and had established (many years ago) branches in Boston and Los Angeles. After the war, it moved its two-story Kansas City retail store from Petticoat Lane to the handsomely modern four-story Hall Building on Grand Avenue, when Hall Brothers acquired the T. M. James China Co. retail store.
In 1953, as an expansion of the present plant. Hallmark will begin construction of a 6-million-dollar
building on a sloping lYi acre tract across the street from the present Hallmark (Overland) Building. With 2 5 acres of floor space, this new building will be the largest structure in floor area yet erected in the business district which surrounds the Union Station. A bridge across busy McGee Trafficway at the fourth and fifthstory levels will unite the present building with the new one. And the new building, of contemporary design, will take advantage of the sloping site, facing on 25th Street, McGee and Locust, to ma\e every floor a ground floor! Employees can drive right off Locust Street onto the roof of the seventh floor, park their cars, and go downstairs to work! There'll be roof parking space for 450 cars!
The creative writing, art staff and office staff will occupy the top-story, "north lighted" 25th Street side — with access to an open roof garden overlooking downtown Kansas City to the north. Executive offices will surround a glass-covered patio. Manufacturing processes will start on the top floors, with work-in-progress descending by gravity workflow toward the completion stages, to the warehouse-storage and shipping docks on the street level! They may add an eighth floor for offices — which would limit the parking space to 348 cars.
IF you visit the tall, lean, soft-spoken, balding gentleman who dreams all these dreams and makes them come true, you'll be graciously received in his Hallmark (Overland) Building office — a fine Georgian room done by Louis de Martelly, with a woodburning fireplace. You'll see photos of the Honorable Winston Churchill,