Crown Media Family Networks Rolls Out New Content Initiative

Crown Media Family Networks is set to launch Mahogany, the first of several new content initiatives and brand extensions inspired by the Hallmark brand.

Slated to debut on Hallmark Movies & Mysteries in early 2022, Mahogany will be rooted in the iconic Hallmark greeting card line of the same name. It will expand Crown Media’s content offerings with storytelling that exemplifies Hallmark’s core ethos of family, community, human connection, positivity and the transformational power of love through the lens of Black culture.

Mahogany will initially launch as a quarterly slate of original movies, with plans to further expand the franchise to include podcasts, scripted series and more. Toni Judkins, senior VP of programming development at Crown Media, is spearheading the initiative in collaboration with the flagship brand’s team at Hallmark.

Crown Media President and CEO Wonya Lucas said: “We are so proud to announce Mahogany, a programming brand extension that allows us to unite our audience around Hallmark’s universal values, while leaning into the distinct voice of the beloved card line. This launch marks a pivotal moment in our evolution as we continue to bring the Hallmark brand to life in new ways. In addition, it’s a huge step forward in our mission to deliver more diverse, inclusive content representing various cultures and perspectives that resonates with our current audience and attracts new viewers.”

Judkins said: “Mahogany is an expression of all the love, joy and complexities that emerge from the distinctive journey of Black people. It is a dream realized to create a content experience around this Hallmark brand that honors, empowers and authentically captures Black culture and amplifies our voice.”

Alexis Kerr, VP of the Mahogany brand at Hallmark Cards, said: “For over 30 years, Mahogany has helped Black women connect deeply with their families, friends and communities while celebrating the uniqueness of Black people, beauty, culture and faith. Through Crown Media, the Mahogany brand will expand the power of cultural authenticity and boldness within the media landscape in ways that affirm Black women.”