American Greetings Announces Record Second Quarter Earnings

CLEVELAND -

American Greetings Corporation (NYSE: AM) today announced its second quarter results for the quarter ended August 28, 2009.

Second Quarter Results

For the second quarter of fiscal 2010, the Company reported total revenue of US$356.4 million, pre-tax income of US$34.1 million, and net income of US$23.1 million or 59 cents per share (all per-share amounts assume dilution). Included within these results was a pre-tax benefit from an insurance program of US$7.9 million (after tax of approximately US$7.6 million) or approximately 19 cents per share.

For the second quarter of fiscal 2009, the Company reported total revenue of US$385.8 million, pre-tax income of US$2.4 million, and net income of US$2.3 million or 5 cents per share.

Management Comments and Outlook

Chief Executive Officer Zev Weiss said, “I am very pleased with our record earnings performance this quarter as well as our strong cash flow. I believe the changes we have made to our business over the last year are showing up in our results. We could not have achieved these results without the teamwork and coordination of all our associates.”

Weiss continued, “We have devoted more time and effort to develop new products so that consumers can find unique and fresh offerings in the greeting card aisle. We have expanded our use of technology for both traditional greeting cards as well as on-line applications including Facebook and the iPhone. These examples of leadership in innovation are all in addition to the recent enhancements we have made to our portfolio, specifically the acquisitions of Recycled Paper Greetings and Papyrus, which complement our innovation with leadership in both humor and elegant design.”

As a result of the strong cash flow performance during the first half of the fiscal year, the Company raised its previously announced fiscal 2010 cash flow estimate. Previously, the Company expected cash flow from operating activities of approximately US$105 million to US$115 million and capital expenditures of approximately US$35 million to US$45 million resulting in cash flow from operating activities minus capital expenditures of approximately US$70 million. The Company now expects cash flow from operating activities of at least US$160 million and capital expenditures of approximately US$35 million resulting in cash flow from operating activities minus capital expenditures to be greater than US$125 million.

Conference Call on the Web

American Greetings will broadcast its conference call live on the Internet at 9:00 a.m. Eastern time today. The conference call will be accessible through the Investor Relations section of the American Greetings Web site at investors.americangreetings.com. A replay of the call will be available on the site.

About American Greetings Corporation

For more than 100 years, American Greetings Corporation (NYSE: AM) has been a manufacturer and retailer of innovative social expression products that assist consumers in enhancing their relationships. The Company’s major greeting card brands are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods and American Greetings and Plus Mark gift-wrap and boxed cards. American Greetings also has the largest collection of electronic greetings on the Web, including cards available at AmericanGreetings.com through AG Interactive, Inc. (the Company’s online division). AG Interactive also offers digital photo sharing and personal publishing at PhotoWorks.com and Webshots.com and provides a one-stop source for online graphics and animations at Kiwee.com. In addition to its product lines, American Greetings also creates and licenses popular character brands through the American Greetings Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately US$1.7 billion, and its products can be found in retail outlets worldwide. For more information on the Company, visit corporate.americangreetings.com.

Non-GAAP Measures

Certain after-tax and liquidity amounts included in this earnings release may be considered non-GAAP measures under the Securities and Exchange Commission’s Regulation G. The after-tax amounts were calculated based on the Company’s statutory tax rate of approximately 38.9%. Management believes that after-tax information is useful in analyzing the Company’s results and that cash flow from operating activities minus capital expenditures provides a liquidity measure useful to investors in analyzing the cash generation of the Company.

Factors That May Affect Future Results

Certain statements in this release, including those under Management Comments and Outlook, may constitute forward-looking statements within the meaning of the Federal securities laws. These statements can be identified by the fact that they do not relate strictly to historic or current facts. They use such words as “anticipate,” “estimate,” “expect,” “project,” “intend,” “plan,” “believe,” and other words and terms of similar meaning in connection with any discussion of future operating or financial performance. These forward-looking statements are based on currently available information, but are subject to a variety of uncertainties, unknown risks and other factors concerning the Company’s operations and business environment, which are difficult to predict and may be beyond the control of the Company. Important factors that could cause actual results to differ materially from those suggested by these forward-looking statements, and that could adversely affect the Company’s future financial performance, include, but are not limited to, the following:

- a weak retail environment and general economic conditions; - the ability to successfully integrate acquisitions, including the recent acquisitions of Recycled Paper Greetings and the Papyrus brand; - the Company’s ability to successfully complete the sale of the Strawberry Shortcake and Care Bears properties; - the Company’s successful transition of the Retail Operations segment to its buyer, Schurman Fine Papers, and the ability to achieve the desired benefits associated with this and other dispositions; - retail consolidations, acquisitions and bankruptcies, including the possibility of resulting adverse changes to retail contract terms; - the ability to achieve the desired benefits associated with its cost reduction efforts; - competitive terms of sale offered to customers; - the Company’s ability to comply with its debt covenants; - the timing and impact of investments in new retail or product strategies as well as new product introductions and achieving the desired benefits from those investments; - consumer acceptance of products as priced and marketed; - the impact of technology on core product sales; - the timing and impact of converting customers to a scan-based trading model; - escalation in the cost of providing employee health care; - the ability to successfully implement, or achieve the desired benefits associated with, any information systems refresh the Company may implement; - the Company’s ability to achieve the desired accretive effect from any share repurchase programs; - fluctuations in the value of currencies in major areas where the Company operates, including the U.S. Dollar, Euro, U.K. Pound Sterling, and Canadian Dollar; and - the outcome of any legal claims known or unknown.

Risks pertaining specifically to AG Interactive include the viability of online advertising, subscriptions as revenue generators, the ability to adapt to rapidly changing social media, and the ability to gain a leadership position in the digital photo sharing space.

In addition, this release contains time-sensitive information that reflects management’s best analysis as of the date of this release. American Greetings does not undertake any obligation to publicly update or revise any forward-looking statements to reflect future events, information or circumstances that arise after the date of this release. Further information concerning issues that could materially affect financial performance related to forward-looking statements can be found in the Company’s periodic filings with the Securities and Exchange Commission, including the “Risk Factors” section of the Company’s Annual Report on Form 10-K.

AMERICAN GREETINGS CORPORATION SECOND QUARTER CONSOLIDATED STATEMENT OF INCOME FISCAL YEAR ENDING FEBRUARY 28, 2010 (In thousands of dollars except share and per share amounts) (Unaudited) Three Months Ended Six Months Ended —————— —————- August 28, August 29, August 28, August 29, 2009 2008 2009 2008 ———- ———- ———- ———- Net sales $348,639 $372,942 $757,916 $798,405 Other revenue 7,711 12,893 11,356 15,730 —– —— —— —— Total revenue 356,350 385,835 769,272 814,135 Material, labor and other production costs 153,248 170,112 320,417 363,454 Selling, distribution and marketing expenses 117,531 154,387 249,748 305,262 Administrative and general expenses 48,483 57,162 111,634 119,723 Other operating (income) expense - net (1,397) (111) 26,376 (838) —— —- —— —- Operating income 38,485 4,285 61,097 26,534 Interest expense 6,671 5,434 13,658 10,339 Interest income (989) (898) (1,265) (1,888) Other non-operating income - net (1,291) (2,617) (2,333) (3,518) —— —— —— —— Income before income tax expense 34,094 2,366 51,037 21,601 Income tax expense 10,972 69 17,954 5,971 —— — —— —– Net income $23,122 $2,297 $33,083 $15,630 ======= ====== ======= ======= Earnings per share - basic $0.59 $0.05 $0.84 $0.32 Earnings per share - assuming dilution $0.59 $0.05 $0.84 $0.32 Average number of common shares outstanding 39,407,532 47,769,594 39,508,240 48,285,267 Average number of common shares outstanding - assuming dilution 39,407,532 47,807,313 39,508,240 48,328,659 Dividends declared per share $0.12 $0.12 $0.12 $0.24

AMERICAN GREETINGS CORPORATION SECOND QUARTER CONSOLIDATED STATEMENT OF FINANCIAL POSITION FISCAL YEAR ENDING FEBRUARY 28, 2010 (In thousands of dollars) (Unaudited) ———– August 28, 2009 August 29, 2008 ————— ————— ASSETS CURRENT ASSETS Cash and cash equivalents $49,903 $84,040 Trade accounts receivable, net 78,070 62,826 Inventories 208,130 259,789 Deferred and refundable income taxes 63,665 54,149 Assets held for sale 1,423 2,604 Prepaid expenses and other 144,773 179,571 ——- ——- Total current assets 545,964 642,979 GOODWILL 26,393 289,662 OTHER ASSETS 363,480 440,589 DEFERRED AND REFUNDABLE INCOME TAXES 167,138 133,827 Property, plant and equipment - at cost 893,554 980,103 Less accumulated depreciation 607,851 679,862 ——- ——- PROPERTY, PLANT AND EQUIPMENT - NET 285,703 300,241 ——- ——- $1,388,678 $1,807,298 ========== ========== LIABILITIES AND SHAREHOLDERS’ EQUITY CURRENT LIABILITIES Debt due within one year $1,000 $18,445 Accounts payable 96,279 125,648 Accrued liabilities 67,985 66,007 Accrued compensation and benefits 50,925 39,378 Income taxes payable 2,856 7,729 Other current liabilities 94,462 113,379 —— ——- Total current liabilities 313,507 370,586 LONG-TERM DEBT 335,372 391,889 OTHER LIABILITIES 127,066 147,906 DEFERRED INCOME TAXES AND NONCURRENT INCOME TAXES PAYABLE 30,736 23,343 SHAREHOLDERS’ EQUITY Common shares - Class A 35,923 42,208 Common shares - Class B 3,477 3,494 Capital in excess of par value 451,328 447,502 Treasury stock (941,198) (914,262) Accumulated other comprehensive loss (40,562) (9,711) Retained earnings 1,073,029 1,304,343 ——— ——— Total shareholders’ equity 581,997 873,574 ——- ——- $1,388,678 $1,807,298 ========== ==========

AMERICAN GREETINGS CORPORATION SECOND QUARTER CONSOLIDATED STATEMENT OF CASH FLOWS FISCAL YEAR ENDING FEBRUARY 28, 2010 (In thousands of dollars) (Unaudited) Six Months Ended —————- August 28, 2009 August 29, 2008 ————— ————— OPERATING ACTIVITIES: Net income $33,083 $15,630 Adjustments to reconcile net income to cash flows from operating activities: Net loss on dispositions 27,696 - Net loss on disposal of fixed assets 9 385 Depreciation and intangible assets amortization 23,466 25,324 Deferred income taxes 26,708 15,394 Other non-cash charges 4,622 3,379 Changes in operating assets and liabilities, net of acquisitions and dispositions: Trade accounts receivable (10,877) (725) Inventories (15,022) (47,426) Other current assets 12,347 (952) Deferred costs - net 11,885 14,654 Accounts payable and other liabilities (22,190) (69,511) Other - net (7,561) (9,826) —— —— Total Cash Flows From Operating Activities 84,166 (53,674) INVESTING ACTIVITIES: Property, plant and equipment additions (15,447) (28,545) Cash payments for business acquisitions, net of cash acquired (19,300) (15,625) Proceeds from sale of fixed assets 729 275 Other - net 3,063 (44,153) —– ——- Total Cash Flows From Investing Activities (30,955) (88,048) FINANCING ACTIVITIES: Net (decrease) increase in long-term debt (54,750) 148,591 Increase in short-term debt - 18,445 Sale of stock under benefit plans 91 434 Purchase of treasury shares (6,176) (46,137) Dividends to shareholders (9,593) (11,667) —— ——- Total Cash Flows From Financing Activities (70,428) 109,666 EFFECT OF EXCHANGE RATE CHANGES ON CASH 6,904 (7,404) —– —— DECREASE IN CASH AND CASH EQUIVALENTS (10,313) (39,460) Cash and Cash Equivalents at Beginning of Year 60,216 123,500 —— ——- Cash and Cash Equivalents at End of Period $49,903 $84,040 ======= =======

AMERICAN GREETINGS CORPORATION SECOND QUARTER CONSOLIDATED SEGMENT DISCLOSURES FISCAL YEAR ENDING FEBRUARY 28, 2010 (In thousands of dollars) (Unaudited) Three Months Six Months Ended Ended ————- ———– August 28, August 29, August 28, August 29, 2009 2008 2009 2008 ———- ———- ——— ——— Total Revenue: North American Social Expression Products $266,934 $256,756 $590,818 $554,933 Intersegment items - (13,720) (5,104) (27,026) Exchange rate adjustment 1,995 3,786 2,294 7,202 —– —– —– —– Net 268,929 246,822 588,008 535,109 International Social Expression Products 45,754 43,374 92,760 91,288 Exchange rate adjustment 10,986 19,950 16,742 42,996 —— —— —— —— Net 56,740 63,324 109,502 134,284 Retail Operations - 34,586 11,727 73,063 Exchange rate adjustment - 3,078 112 6,584 — —– — —– Net - 37,664 11,839 79,647 AG Interactive 18,075 20,334 36,709 40,233 Exchange rate adjustment 422 638 633 1,300 — — — —– Net 18,497 20,972 37,342 41,533 Non-reportable segments 11,964 17,053 22,361 23,562 Unallocated 220 - 220 - ——– ——– ——– ——– $356,350 $385,835 $769,272 $814,135 ======== ======== ======== ======== Segment Earnings (Loss): North American Social Expression Products $42,679 $32,248 $120,556 $84,431 Intersegment items - (9,973) (3,511) (20,150) Exchange rate adjustment 1,092 1,325 1,282 1,830 —– —– —– —– Net 43,771 23,600 118,327 66,111 International Social Expression Products 1,887 (1,569) 2,220 204 Exchange rate adjustment 428 (589) 434 443 — —- — — Net 2,315 (2,158) 2,654 647 Retail Operations - (6,588) (34,830) (9,939) Exchange rate adjustment - (88) (285) (150) — — —- —- Net - (6,676) (35,115) (10,089) AG Interactive 1,644 456 3,296 (879) Exchange rate adjustment 287 305 349 579 — — — — Net 1,931 761 3,645 (300) Non-reportable segments 367 2,541 238 575 Unallocated (14,209) (19,415) (38,520) (39,110) Exchange rate adjustment (81) 3,713 (192) 3,767 — —– —- —– Net (14,290) (15,702) (38,712) (35,343) ——- —— ——- ——- $34,094 $2,366 $51,037 $21,601 ======= ====== ======= =======

Source: American Greetings Corporation

Gregory M. Steinberg, Treasurer and Director of Investor Relations, American Greetings Corporation, +1-216-252-4864, investor.relations at amgreetings.com