Em & Friends Rebrands as Paper Union, Expanding Its Line of Spirited, Design-Forward Gift & Stationery Titles
The beloved imprint of Union Square & Co. unveils a fresh identity to usher in an expanded collection of greeting cards, journals, decks, and lifestyle gifts celebrating heartfelt connection.
NEW YORK, NY—Union Square & Co. today announced the official rebranding of its celebrated gift and stationery imprint, Em & Friends, to Paper Union. The brand evolution reflects an expanded creative vision while remaining deeply rooted in the core mission that made Em & Friends a household name: creating honest, heartfelt, and relatable paper goods that help people connect through life’s triumphs, challenges, and everyday moments.
Originally founded to infuse authenticity in greeting cards, the brand became a market leader by replacing sugarcoated sentiments with humorous and deeply supportive messaging. Under its new name, Paper Union, the imprint will build upon this foundation, offering an expanded portfolio of greeting cards, journals, decks, and lifestyle gifts that celebrate connection and authenticity with elevated design.
“The name Paper Union reflects the union of thoughtful design, creative voices and dynamic gifts that bring joy to everyday life,” said Emily Meehan, President and Publisher of Union Square & Co. The name change represents an even keener eye to quality and voice and how that shapes our identity as a top-tier paper product publisher. As part of the Union Square & Co. family, Paper Union will allow us to continue elevating the brand and reaching wider audiences with paper goods that bring people together.”
The updated Paper Union catalog expands upon bestselling categories while introducing fresh-artist-led design collections, including:
- Single Greeting Cards: Signature cards designed with real-talk empathy, humor, and heart for every moment and milestone.
- Journals & Notepads: Elevated, functional, and beautifully designed stationery essentials for daily inspiration and organization.
- Boxed Notecards & Fill-In Books: Thoughtfully curated sets and interactive gift books that make sharing heartfelt notes effortless.
- Gifts & Novelties: Swoon-worthy desk and lifestyle accessories crafted to bring joy to everyday routines.
- Artist & Author Collaborations: Dynamic partnerships with top tier creators, illustrators, and writers, including artist Inslee Fariss, design studio Crispin Finn, and New York Times bestselling author Abby Jimenez, bringing unique perspectives and fresh artistic voices to the collection.
All existing Em & Friends favorite paper goods will seamlessly transition under Paper Union, ensuring that long-time fans will continue to find the beloved voice and bestselling products, available through major booksellers, independent boutiques, and online retailer channels nationwide.
For more information about Paper Union and to view upcoming product releases, visit paperuniongift.com.
ABOUT PAPER UNION:
Paper Union (formerly Em & Friends) is an imprint of Union Square & Co. dedicated to creating elevated gifts, single greeting cards, and stationery that speak to the human condition with honesty, humor, and heart. Designed for the relationships people really have, Paper Union crafts paper goods and thoughtful gifts that help people build meaningful connections. To learn more, visit paperuniongift.com
ABOUT UNION SQUARE & CO.
Union Square & Co. publishes books and gift products with a point of view. What distinguishes us is our independent, entrepreneurial spirit. We collaborate with bestselling, award-winning, and debut authors and creatives to publish at the highest quality across categories. We strive to bring you entertainment, discovery, and fun through objects you can cherish. Headquartered in New York City, Union Square & Co. LLC, is part of Hachette Book Group, and includes the adult imprints Union Square & Co., Puzzlewright Press, and Ethos; the children’s imprints Union Square Kidsand Boxer Books; and the gift and stationery imprints Union Square Gift, Knock Knock, Knock Knock Kids, and Paper Union.
Contact:
Erica Gelbard, Executive Director of Publicity