KANSAS CITY, Mo. — Hallmark has named a 30-year veteran of the company who is not a member of the founding Hall family as its new president and CEO.

The Kansas City Star reports Mike Perry's appointment is only the second time the company's board has selected a chief executive outside the Hall family since Hallmark was founded in 1910. The company's announcement said Perry's appointment would preserve the company's private ownership.

Perry started at Hallmark in 1989 and was most recently president of Hallmark Greetings.

Under management changes announced Wednesday, Don and Dave Hall will step aside from their current respective roles as CEO and president of Hallmark Cards Inc. Don Hall will become Hallmark's executive chairman and Dave Hall will be executive vice chairman.