Hallmark Cards Inc. said in February that its net revenues climbed 2 percent last year, helped by a freshened-up line of humorous greetings cards produced in Lawrence.

Hallmark, based in Kansas City, Mo., said its net revenues reached $4.4 billion in 2004, led by gains from its Hallmark International division and Crown Center hotel and retail complex in Kansas City.

Earnings for Hallmark’s operating businesses saw a 2 percent decline, following an increase of 15 percent in 2003, the company said.

The company reported “flat” revenues last year for its personal expression group, compared with 2003. The group produces greeting cards, ornaments, stationery, gift wrap and other items.

But within the group, the Shoebox line of cards -now 18 years old – benefited from a major redesign that generated double-digit retail sales gains, Hallmark said.

All of Hallmark’s Shoebox cards are produced at the company’s 650,000-square-foot plant in Lawrence. The plant delivers 1 million to 2 million Shoebox cards a week.

“That’s a bright spot,” said Kristi Ernsting, a Hallmark spokeswoman.