In the 1970s, Recycled Paper Greetings, a small company needing to establish a competing identity against the large companies like Hallmark Cards, began publishing humorous, whimsical card designs with the artist's name credited on the back. This was away from what was known as the standard look (sometimes called the Hallmark look.)[citation needed] By the 1980s, there was a thriving market for what were now called "alternative" greeting cards, and the name stuck even though these "alternative" cards changed the look of the entire industry.

This card has optional greetings: Happy Birthday!, Happy Belated Birthday!, Thank You!, Thinking of You!, Just Saying Hi!, Get Well Soon!, Bon Voyage!, Have a Great Trip!, Merry Christmas!, Season's Greetings!, Happy Holidays!, Happy New Year!, Spring is Coming!, Welcome Spring!, Happy Spring!, Warm Wishes!, You're Invited!, Good Luck!, Congratulations!
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Cover Verse: Dare to be your truest self. answer your heart's desires. unlock the dreams within you. grace the world with your talents. have faith in your own strength. take risks for what you love. embrace your unique place in the world. recognize how amazing you are. Inside Verse: Whatever you dream and wherever you go, you're going to be great. Because you already are. Happy Birthday with Love
Cover Verse: My Beautiful Friend Inside Verse: From the time you were born to this moment today, From the nice things you do to the warm things you say... From the smiles that you share and the help that you give, To the genuine joy in the life that you live... From inside to outside, your beauty shines through, And you make the world better by just being you. Happy Birthday

Cover Verse: To my Wife my Best Friend You've been there to laugh with me, to cry with me, to be proud of me, and to be happy for all the good things in my life... Inside Verse: You've also shared my disappointments and listened as I worked out my thoughts and feelings about so many things that troubled me... You're the most important part of my world, and you always will be. I love you. Happy Birthday
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