Publisher’s Lionesses’ cards show greeting card industry is moving with the times
Danilo’s MD Daniel Prince has reacted to an MP’s call about a lack of birthday cards featuring female footballers by pointing out his company’s very successful and expanding range.
Liberal Democrat MP Helen Maguire tabled an early day motion in the House Of Commons to raise her concerns that the perceived shortage is undermining efforts to promote women’s sport, and call for action from the greeting card industry.

The BBC reported the MP for Epson and Ewell said the industry was “not moving with the times” and should do more to promote gender equality in sport – and Daniel countered: “The rise in female football has obviously created consumer demand and, on the back of the success of our female football calendars, we are further developing our card range. More cards featuring female football stars will be appearing in a major High Street retailer later this year.
“Sadly, the MP only visited one store but, at Danilo, we have been publishing women’s football calendars for over two years since the Lionesses’ Euros win.
“We have several online cards and are launching greeting cards in stores later this year of all the major women’s teams including England and the leading Women’s Premier League teams.”
The EDM, a means for MPs to draw attention to issues although they are never debated and rarely lead to new laws, came after the MP went to buy a birthday card for her office manager who she said is a massive football fan.

Although Helen doesn’t mention whether her manager plays or which team she supports, she told the BBC she ended up buying a card with a male footballer on it because “I looked at the girls’ section and there were no sporty ones, the only ones I could find were in the male section”.
The motion has been signed by 12 other MPs, including fellow Lib Dems, two from the Green Party and one from the DUP, and it says “the under-representation of female athletes” in greetings cards and other products “undermines efforts to promote gender equality in sports” and urges companies to “inspire the next generation of female athletes”.