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offers content targeting two audiences, aged 11-17 and 17-35. The site includes games, downloads, competitions and promotions. It also offers mobile downloads, e-cards and 3D animations.

The website, which was created by digital agency MadeByPi, will be supported by a multichannel marketing campaign starting in September. The awareness-raising campaign promoting the bears' 21st anniversary will be managed by Hallmark's retained agency, Lucre. The campaign will explore various aspects of friendship and will target the national consumer print media, broadcast and online.