Hallmark has appointed Principles Agency subsidiary Pilot Interactive (Pi) to redesign its Forever Friends website.

The Forever Friends brand is now looking to revamp its online offering to drive sales and develop the brand online.

Leeds-based Pi say the agency will use ‘loyalty, innovation and new technology’ to breathe new life into the Forever Friends brand in the interactive marketplace.

Lisa Palillo, communications marketing controller of Hallmark Cards said: “This is a very exciting project to work on, as it presents some exciting challenges due to the competitive nature of the industry. The site will make use of rich media technology allowing users to see the bear come to life both online and via email and mobile technology.”

Designed to integrate seamlessly with the brand’s offline marketing activity, the website will be built using a flexible homepage design to allow regular updates to coincide with key retail occasions.