Hallmark Rides Polar Express

Christmas comes early to Hallmark's Gold Crown stores this year with a merchandise push tied to Warner Bros.' Polar Express.

Santa stars in stores' sweepstakes

Hallmark supports the line with national TV, in-store displays, online ads and e-mail from stores to key customers. Shoppers who buy three greeting cards can buy a Polar Express plush Santa for $10. Stores also will offer buy-two-get-one-free deals.

A sweepstakes will award a giant Polar Express santa to one winner in each participating store. Marketing support is timed to the film's Nov. 10 premiere. Leo Burnett USA, Chicago, handles ads; Kansas City-based Hallmark handles promotions in-house.