Hallmark card imprint Mahogany revolutionized the greeting card industry when it debuted over 30 years ago. Now, Hallmark’s parent company, Crown Media Family Networks, is using Mahogany as the blueprint for a new television initiative, spearheaded by Toni Judkins, SVP Programming Development, Crown Media.

The company will launch Mahogany on Hallmark Movies & Mysteries early next year. Like the greeting card line its named after, Mahogany “will expand Crown Media’s content offerings with powerful storytelling that exemplifies Hallmark’s core ethos–family, community, human connection, positivity, and the transformational power of love–through the unique lens of Black culture.”

Mahogany will debut with a quarterly slate of original movies and will eventually include other media offerings such as scripted series, podcasts and more.

“Mahogany is an expression of all the love, joy, and complexities that emerge from the distinctive journey ofBlack people,” said Judkins, who joined Crown Media in May and oversees creation and development of diverse stories. “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.”

Wonya Lucas, Crown Media President and CEO, said the company is “so proud” to announce the initiative, “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,” Lucas said. “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.”

“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,” said Vice President of the Mahogany brand at Hallmark Cards, Inc, Alexis Kerr. “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.”

The Hallmark Channel was recently praised for its efforts to embrace diverse audiences when it debuted its first same-sex kiss on one of its popular shows, Good Witch. The actors in the kiss were also racially diverse, with actor Kat Barrell and Kyana Teresa portraying an interracial relationship.