AMERICAN GREETINGS CORP
10-Q, 1999-10-15
GREETING CARDS
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<PAGE>   1
                                 UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                   FORM 10-Q

(Mark One)
[X] QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE SECURITIES
    EXCHANGE ACT OF 1934

For the quarterly period ended  August 31, 1999

                                       OR

[ ] TRANSITION REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE SECURITIES
    EXCHANGE ACT OF 1934

For the transition period from ____________________ to ____________________

                         Commission file number 1-13859

                         AMERICAN GREETINGS CORPORATION
             ------------------------------------------------------
             (Exact name of registrant as specified in its charter)

              Ohio                                       34-0065325
- -------------------------------            ------------------------------------
(State or other jurisdiction of            (I.R.S. Employer Identification No.)
incorporation or organization)

One American Road, Cleveland, Ohio                         44144
- ----------------------------------------                ----------
(Address of principal executive offices)                (Zip Code)

                                 (216) 252-7300
               --------------------------------------------------
               Registrant's telephone number, including area code

Indicate by check mark whether the registrant (1) has filed all reports
required to be filed by Section 13 or 15 (d) of the Securities Exchange Act of
1934 during the preceding 12 months (or for such shorter period that the
registrant was required to file such reports), and (2) has been subject to such
filing requirements for the past 90 days.

Yes [X]   No [ ]

As of August 31, 1999, the date of this report, the number of shares
outstanding of each of the issuer's classes of common stock was:

                       Class A Common    59,854,969
                       Class B Common     4,662,502

<PAGE>   2

                         AMERICAN GREETINGS CORPORATION
                                     INDEX

<TABLE>
<CAPTION>

                                                                                   Page
                                                                                  Number
                                                                                  ------
<S>                                                                               <C>
PART I - FINANCIAL INFORMATION

         Item 1.  Financial Statements.............................................  1

         Item 2.  Management's Discussion and Analysis............................. 10


PART II - OTHER INFORMATION

         Item 4.  Submission of Matters to a Vote of Security Holders.............. 17

         Item 6.  Exhibits and Reports on Form 8-K................................. 18


SIGNATURES......................................................................... 18
</TABLE>

<PAGE>   3

                         PART I - FINANCIAL INFORMATION

Item 1. Financial Statements

                         AMERICAN GREETINGS CORPORATION
                        CONSOLIDATED STATEMENT OF INCOME

                (Thousands of dollars except per share amounts)

<TABLE>
<CAPTION>

                                                                 (Unaudited)
                                                               Six Months Ended
                                                                  August 31,
                                                      ---------------------------------
                                                          1999                 1998
                                                      ------------         ------------
<S>                                                   <C>                  <C>
Net sales                                             $    936,540         $    967,641

Costs and expenses:
    Material, labor and other production costs             348,586              330,206
    Selling, distribution and marketing                    454,031              440,916
    Administrative and general                             108,838              109,506
    Restructuring charge                                    32,747                   --
    Interest                                                15,110               13,918
    Other expense (income)                                   1,371               (1,524)
                                                      ------------         ------------
       Total costs and expenses                            960,683              893,022
                                                      ------------         ------------

Income (loss) before income taxes                          (24,143)              74,619
Income taxes                                                (8,692)              26,863
                                                      ------------         ------------

       Net income (loss)                              $    (15,451)        $     47,756
                                                      ============         ============

Earnings (loss) per share                             $      (0.23)        $       0.67
                                                      ============         ============

Earnings (loss) per share - assuming dilution         $      (0.23)        $       0.67
                                                      ============         ============

Dividends per share                                   $       0.20*        $       0.37
                                                      ============         ============

Average number of common shares outstanding             66,663,719           70,862,530
</TABLE>

* Dividend of $0.19 per share paid June 10, 1999 was declared in February 1999.


                See notes to consolidated financial statements.

                                    Page 1

<PAGE>   4

                         AMERICAN GREETINGS CORPORATION
                        CONSOLIDATED STATEMENT OF INCOME

                (Thousands of dollars except per share amounts)

<TABLE>
<CAPTION>

                                                                 (Unaudited)
                                                              Three Months Ended
                                                                 August 31,
                                                      ---------------------------------
                                                          1999                 1998
                                                      ------------         ------------
<S>                                                   <C>                  <C>
Net sales                                             $    477,783         $    479,733

Costs and expenses:
    Material, labor and other production costs             188,821              170,487
    Selling, distribution and marketing                    234,709              226,032
    Administrative and general                              54,235               51,342
    Restructuring charge                                    32,747                   --
    Interest                                                 7,970                7,345
    Other expense                                              392                3,185
                                                      ------------         ------------
       Total costs and expenses                            518,874              458,391
                                                      ------------         ------------

Income (loss) before income taxes                          (41,091)              21,342
Income taxes                                               (14,793)               7,417
                                                      ------------         ------------

       Net income (loss)                              $    (26,298)        $     13,925
                                                      ============         ============

Earnings (loss) per share                             $      (0.39)        $       0.20
                                                      ============         ============

Earnings (loss) per share - assuming dilution         $      (0.39)        $       0.20
                                                      ============         ============

Dividends per share                                   $       0.20         $       0.19
                                                      ============         ============

Average number of common shares outstanding             65,648,721           70,524,337
</TABLE>

                See notes to consolidated financial statements.

                                    Page 2

<PAGE>   5

                         AMERICAN GREETINGS CORPORATION
             CONDENSED CONSOLIDATED STATEMENT OF FINANCIAL POSITION

                             (Thousands of dollars)

<TABLE>
<CAPTION>

                                                             (Unaudited)                             (Unaudited)
                                                           August 31, 1999      Feb. 28, 1999      August 31, 1998
                                                           ---------------      -------------      ---------------
<S>                                                        <C>                  <C>                <C>
ASSETS

Current assets
   Cash and equivalents                                      $   28,525          $  144,555          $   76,483
   Trade accounts receivable, less allowances
     of $87,377, $147,686 and $87,303, respectively
     (principally for sales returns)                            394,126             390,740             392,884
   Total inventories                                            289,519             251,289             336,664
   Deferred income taxes                                        143,550             133,092              98,844
   Prepaid expenses and other                                   247,849             226,142             221,524
                                                             ----------          ----------          ----------
              Total current assets                            1,103,569           1,145,818           1,126,399

Goodwill                                                        134,509             135,516             132,176
Other assets                                                    691,817             703,188             568,171

Property, plant and equipment - at cost                         973,577             958,623             943,453
Less accumulated depreciation                                   549,289             523,817             512,755
                                                             ----------          ----------          ----------
Property, plant and equipment - net                             424,288             434,806             430,698
                                                             ----------          ----------          ----------
                                                             $2,354,183          $2,419,328          $2,257,444
                                                             ==========          ==========          ==========
LIABILITIES AND SHAREHOLDERS' EQUITY

Current liabilities
   Debt due within one year                                  $  144,904          $   17,777          $   27,312
   Accounts payable and accrued liabilities                     214,741             175,366             165,186
   Accrued compensation and benefits                             62,020              89,284              64,582
   Dividends payable                                             12,904              26,337              13,468
   Income taxes                                                   4,573              27,165              12,820
   Other current liabilities                                    111,280              81,745              59,444
                                                             ----------          ----------          ----------
              Total current liabilities                         550,422             417,674             342,812

Long-term debt                                                  439,490             463,246             457,506
Other liabilities                                               112,665             142,045              93,817
Deferred income taxes                                            52,214              49,752              37,498
Shareholders' equity                                          1,199,392           1,346,611           1,325,811
                                                             ----------          ----------          ----------
                                                             $2,354,183          $2,419,328          $2,257,444
                                                             ==========          ==========          ==========
</TABLE>

                See notes to consolidated financial statements.

                                    Page 3

<PAGE>   6

                         AMERICAN GREETINGS CORPORATION
                 CONDENSED CONSOLIDATED STATEMENT OF CASH FLOWS

                             (Thousands of dollars)

<TABLE>
<CAPTION>

                                                                                        (Unaudited)
                                                                                      Six Months Ended
                                                                                         August 31,
                                                                                ---------------------------
                                                                                   1999             1998
                                                                                ---------         ---------
<S>                                                                             <C>               <C>
OPERATING ACTIVITIES:
     Net income (loss)                                                          $ (15,451)        $  47,756
     Adjustments to reconcile to net cash
     provided (used) by operating activities:
         Restructuring charge                                                      32,747                --
         Depreciation                                                              32,129            33,741
         Deferred income taxes                                                    (11,182)           13,777
         Change in operating assets and liabilities,
             net of effects from acquisitions:
                 Increase in trade accounts receivable                             (3,069)          (11,973)
                 Increase in inventories                                          (37,208)          (70,825)
                 Increase in other current assets                                 (18,556)           (4,515)
                 Decrease in deferred cost - net                                   22,543            16,398
                 Decrease in accounts payable and
                     other liabilities                                            (36,397)          (19,386)
         Other - net                                                                7,008             3,027
                                                                                ---------         ---------
         Cash (Used) Provided by Operating Activities                             (27,436)            8,000

INVESTING ACTIVITIES:
     Business acquisitions                                                             --           (52,957)
     Property, plant & equipment additions                                        (22,597)          (21,381)
     Investment in corporate-owned life insurance                                   3,144             6,007
     Other - net                                                                  (17,652)           12,021
                                                                                ---------         ---------
         Cash Used by Investing Activities                                        (37,105)          (56,310)

FINANCING ACTIVITIES:
     Increase in long-term debt                                                    14,979           319,233
     Reduction of long-term debt                                                   (1,411)          (25,785)
     Increase (decrease) in short-term debt                                        89,641          (149,016)
     Sale of stock under benefit plans                                                989             9,676
     Purchase of treasury shares                                                 (130,054)          (50,616)
     Dividends to shareholders                                                    (25,633)          (26,322)
                                                                                ---------         ---------
         Cash (Used) Provided by Financing Activities                             (51,489)           77,170
                                                                                ---------         ---------
(DECREASE) INCREASE IN CASH AND EQUIVALENTS                                      (116,030)           28,860

         Cash and Equivalents at Beginning of Year                                144,555            47,623
                                                                                ---------         ---------
         Cash and Equivalents at End of Period                                  $  28,525         $  76,483
                                                                                =========         =========
</TABLE>

                See notes to consolidated financial statements.

                                    Page 4
<PAGE>   7

                         AMERICAN GREETINGS CORPORATION
             NOTES TO CONSOLIDATED FINANCIAL STATEMENTS (UNAUDITED)
                             (Thousands of dollars)

Six Months Ended August 31, 1999 and 1998

Note A - Basis of Presentation

The accompanying financial statements have been prepared in accordance with the
instructions to Form 10-Q. Although they are unaudited, the Corporation
believes that all adjustments (consisting only of normal recurring accruals)
necessary for a fair presentation of the results of operations have been made.

Note B - Special Charges

During the six months ended August 31, 1999, the Corporation recorded a
restructuring charge of $32,747. The primary components of this charge were
costs associated with the shutdown of the Corporation's Canadian manufacturing
and distribution operations, including employee severance and benefit
termination costs and the costs of closing down the facilities used for those
operations.

In addition, the Corporation recorded a charge of $7,682 during the period to
write down inventory in the Canadian operations. This amount is classified as
material, labor and other production costs.

The total impact of the restructuring and inventory charges net of tax was
$24,224, or $0.36 per share.

Note C - Seasonal Nature of Business

The Corporation's business is seasonal in nature. Therefore, the results of
operations for interim periods are not necessarily indicative of the results
for the fiscal year taken as a whole.

                                    Page 5

<PAGE>   8

Note D - Earnings (Loss) Per Share

The following table sets forth the computation of earnings (loss) per share and
earnings (loss) per share - assuming dilution:

<TABLE>
<CAPTION>

                                                                    Six Months Ended
                                                                       August 31,
                                                                -----------------------
                                                                  1999           1998
                                                                --------       --------
<S>                                                             <C>            <C>
    Numerator:
             Net income (loss), earnings per share
                  and earnings per share -
                  assuming dilution                             $(15,451)      $ 47,756
                                                                ========       ========

    Denominator (thousands):
             Weighted average shares outstanding                  66,664         70,863
             Effect of dilutive securities - stock options           112            943
                                                                --------       --------
             Adjusted weighted average shares
                  outstanding                                     66,776         71,806
                                                                ========       ========

Earnings (loss) per share                                       $  (0.23)      $   0.67
                                                                ========       ========

Earnings (loss) per share - assuming dilution                   $  (0.23)      $   0.67
                                                                ========       ========
</TABLE>

                                    Page 6

<PAGE>   9

Note E - Comprehensive Income (Loss)

The Corporation's total comprehensive income (loss) was as follows:


                                                            Six Months Ended
                                                               August 31,
                                                        -----------------------
                                                          1999           1998
                                                        --------       --------

Net income (loss)                                       $(15,451)      $ 47,756

Other comprehensive income (loss)
  Foreign currency translation adjustments                 2,634         (5,331)
  Unrealized gain on available-for-sale securities         7,163          5,431
                                                        --------       --------
    Other comprehensive income                             9,797            100
                                                        --------       --------

Total comprehensive income (loss)                       $ (5,654)      $ 47,856
                                                        ========       ========

                                    Page 7

<PAGE>   10

Note F - Business Segment Information

                                                     Three Months Ended
                                                         August 31,
                                                 -------------------------
                                                    1999            1998
                                                 ---------       ---------
Net Sales
             Social Expressions Products         $ 403,916       $ 414,703
             Intersegment items                    (21,812)        (21,391)
                                                 ---------       ---------
                  Total                            382,104         393,312
             Non-reportable segments                94,234          85,116
             Exchange rate adjustment - net          1,445           1,305
                                                 ---------       ---------
                  Consolidated total             $ 477,783       $ 479,733
                                                 =========       =========

Earnings
             Social Expressions Products         $  49,676       $  69,843
             Intersegment items                    (15,115)        (14,402)
                                                 ---------       ---------
                  Total                             34,561          55,441
             Non-reportable segments                (5,814)         (2,196)
             Restructuring charge                  (32,747)             --
             Exchange rate adjustment - net           (860)           (121)
             Unallocated items - net               (36,231)        (31,782)
                                                 ---------       ---------
                  Consolidated total             $ (41,091)      $  21,342
                                                 =========       =========

                                                      Six Months Ended
                                                         August 31,
                                                 -------------------------
                                                    1999            1998
                                                 ---------       ---------

Net Sales
             Social Expressions Products         $ 791,008       $ 827,974
             Intersegment items                    (39,761)        (37,241)
                                                 ---------       ---------
                  Total                            751,247         790,733
             Non-reportable segments               182,477         171,653
             Exchange rate adjustment - net          2,816           5,255
                                                 ---------       ---------
                  Consolidated total             $ 936,540       $ 967,641
                                                 =========       =========

Earnings
             Social Expressions Products         $ 108,224       $ 161,701
             Intersegment items                    (28,165)        (25,973)
                                                 ---------       ---------
                  Total                             80,059         135,728
             Non-reportable segments                (3,354)           (265)
             Restructuring charge                  (32,747)             --
             Exchange rate adjustment - net           (878)            107
             Unallocated items - net               (67,223)        (60,951)
                                                 ---------       ---------
                  Consolidated total             $ (24,143)      $  74,619
                                                 =========       =========

                                    Page 8

<PAGE>   11

Note G - New Accounting Standards

The Corporation will adopt SFAS No. 133, Accounting for Derivative Instruments
and Hedging Activities, for the fiscal quarter beginning March 1, 2001, as
required. Because of the Corporation's current minimal use of derivatives, the
Corporation does not anticipate that the adoption of SFAS No. 133 will have a
significant effect on its earnings or financial position.

Note H - Inventories

<TABLE>
<CAPTION>

                                            August 31, 1999   February 28, 1999   August 31, 1998
                                            ---------------   -----------------   ---------------
<S>                                         <C>               <C>                 <C>
Raw materials                                   $ 38,259          $ 37,745            $ 39,040
Work in process                                   29,833            25,523              38,321
Finished products                                271,363           229,220             308,736
                                                --------          --------            --------
                                                 339,455           292,488             386,097
Less LIFO reserve                                 92,400            89,207              91,370
                                                --------          --------            --------
                                                 247,055           203,281             294,727
Display materials and factory supplies            42,464            48,008              41,937
                                                --------          --------            --------
Inventories                                     $289,519          $251,289            $336,664
                                                ========          ========            ========
</TABLE>

Note I - Deferred Costs

Deferred costs relating to agreements with certain customers are charged to
operations on a straight-line basis over the effective period of each
agreement, generally three to six years. Deferred costs estimated to be charged
to operations during the next year are classified with prepaid expenses and
other. Total commitments under the agreements are capitalized as deferred costs
and future payment commitments, if any, are recorded as liabilities when the
agreements are consummated.

As of August 31, 1999, February 28, 1999 and August 31, 1998 deferred costs and
future payment commitments are included in the following financial statement
captions:

<TABLE>
<CAPTION>

                                    August 31, 1999        February 28, 1999       August 31, 1998
                                    ---------------        -----------------       ---------------
<S>                                 <C>                    <C>                     <C>
Prepaid expenses and other             $ 195,734              $ 192,619              $ 186,850
Other assets                             560,031                595,136                451,240
Other current liabilities               (104,993)               (81,745)               (59,444)
Other liabilities                        (81,369)              (113,799)               (67,093)
                                       ---------              ---------              ---------
                                       $ 569,403              $ 592,211              $ 511,553
                                       =========              =========              =========
</TABLE>

                                    Page 9

<PAGE>   12

Part 1., Item 2, MANAGEMENT'S DISCUSSION AND ANALYSIS

RESULTS OF OPERATIONS

Net sales of $477.8 million for the second quarter and $936.5 million for the
six months ended August 31,1999 were down 0.4% and 3.2%, respectively, compared
to the same periods in the prior year. The decreases were primarily due to
reduced shipments of everyday cards reflecting the Corporation's continuing
initiatives to improve productivity of retailers' inventories. The reduced
everyday shipments were partially offset by increased sales of seasonal
promotional boxed cards and gift wrap, and strong sales in the UK market.

Material, labor and other production costs were 39.5% and 37.2% of net sales
for the quarter and six months, respectively. In the second quarter, the
Corporation recorded a $7.7 million inventory write-down relating to the
integration of the Canadian and domestic operations. See Restructuring
Activities and Special Charges below for further discussion. Excluding this
charge, material, labor and other production costs were 37.9% and 36.4% of net
sales for the quarter and six months, respectively, a significant increase from
35.5% and 34.1% from the same periods in the prior year. Gross profit margins
were unfavorably impacted due to lower sales of high margin everyday cards and
to reduced production levels which resulted in unfavorable manufacturing
variances.

Selling, distribution and marketing expenses were 49.1% of net sales for the
quarter, up from 47.1% in the prior year. For the six months ended August 31,
1999, selling, distribution and marketing expenses were 48.5% of net sales, up
from 45.6%. The increase in both periods was primarily due to selling expenses
associated with store remodelings due to retailer consolidations and to
additional costs relating to the electronic marketing unit.

Administrative and general expenses were $54.2 million for the quarter, up from
$51.3 million for the same period in the prior year. For the six months,
administrative and general expenses were $108.8 million, down slightly from the
$109.5 million in the prior year. Both periods were unfavorably impacted by
additional costs associated with the electronic marketing unit; however, the
six month period reflected lower employee profit sharing expense.

Interest expense increased slightly from the prior year by $0.6 million for the
quarter and by $1.2 million for the six months. These increases were primarily
due to the issuance of $300 million of 30 year notes with a 6.1% coupon rate in
July 1998, the proceeds of which reduced commercial paper and other short-term
debt.

                                    Page 10

<PAGE>   13

Other expense (income) was $0.4 million of expense for the quarter compared to
$3.2 million of expense in the prior year due primarily to increased royalty
income and to lower foreign exchange losses. For the six month period, other
expense (income) was $1.4 million of expense compared to $1.5 million of income
in the prior year due primarily to the gain on the sale of an equity investment
last year.

The effective tax rate for the six months was 36.0%, flat with the effective
tax rate in the prior year.

The net loss of $26.3 million for the quarter reflected both the special
charges for Canadian consolidation and increased expenses in the Corporation's
electronic marketing unit. Excluding these two items, net income for the
quarter decreased to $0.7 million from $13.9 million last year while earnings
per share decreased to $0.01 from $0.20 last year. For the first six months,
excluding special charges and the net loss incurred by the company's electronic
marketing unit, net income decreased to $11.4 million compared to $47.8 million
last year for the same period while earnings per share decreased to $0.17 from
$0.67 last year.

RESTRUCTURING ACTIVITIES AND SPECIAL CHARGES

Fiscal 2000
In connection with the Corporation's initiative to streamline its international
operations, the Corporation recorded a $40.4 million ($24.2 million net of tax,
or earnings per share of $0.36) special charge during the second quarter of
Fiscal 2000 relating primarily to the consolidation of the Canadian
manufacturing and distribution in the United States. Included in this special
charge is a $32.7 million restructure charge primarily for exit costs
associated with the closure of certain Canadian facilities and to a lesser
extent, costs to exit certain minor United Kingdom businesses. The remaining
$7.7 million of the special charge was recorded in material, labor, and other
production costs for the write-down of Canadian inventory to net realizable
value.

The restructure charge of $32.7 million includes $25.8 million of severance,
pension and personnel related items, $4.6 million of facility shut-down costs,
$1.5 million of lease exit costs and $0.8 million related to other restructure
costs. Approximately 520 hourly and 189 salaried Canadian employees will be
terminated as a result of the Corporation's realignment of its manufacturing
and distribution operations. All activities associated with the Canadian
restructuring are expected to be completed by the end of August 2000 and the
Corporation anticipates annual aggregate cost savings to be approximately $12
million.

                                    Page 11

<PAGE>   14

Fiscal 1999
During the third quarter of fiscal 1999, the Corporation recorded a restructure
charge of $13.9 million ($8.3 million net of tax, or earnings per share of
$0.12) which reflected management's efforts to optimize the Corporation's cost
structure and to provide for operational streamlining initiatives. This
restructure charge consisted of approximately $8.6 million of personnel-related
charges associated with the termination of 228 employees; $4.6 million of exit
costs associated with discontinuing the kiosk business; $0.4 million of costs
associated with carrying vacated office space until lease expiration or
sublease; and approximately $0.3 million of other restructure costs.

                           FY99 RESTRUCTURING SUMMARY
                             (Thousands of dollars)

<TABLE>
<CAPTION>

                       Termination         Kiosk          Other
                         Benefits       Exit Costs        Costs           Total
                       -----------      ----------       -------         -------
<S>                    <C>              <C>              <C>             <C>
Expense accrued          $ 8,644         $ 4,618         $   663         $13,925

Cash expenditures         (5,019)                                         (5,019)
Non-cash charges                          (3,362)                         (3,362)
                         -------         -------         -------         -------

Balance 2/28/99            3,625           1,256         $   663           5,544

Cash expenditures         (3,452)                           (150)         (3,602)
Non-cash charges                            (612)                           (612)
                         -------         -------         -------         -------

Balance 8/31/99          $   173         $   644         $   513         $ 1,330
                         =======         =======         =======         =======
</TABLE>

Approximately $1.0 million of cash expenditures for payment of termination
benefits was charged against the restructuring reserve during the three months
ended August 31, 1999. Included in accounts payable and accrued liabilities at
August 31, 1999 is $1.3 million related to severance and other exit costs for
those actions that are not yet completed. The Corporation believes the
remaining accrued restructure liability is adequate for its remaining cash and
non-cash obligations.

                                    Page 12

<PAGE>   15

Year 2000

The Year 2000 issue is the result of information technology ("IT") system
programs being written using two digits rather than four digits to define the
application year. Any of the Corporation's IT systems that have date-sensitive
software may be unable to interpret appropriately the calendar Year 2000 and
thus could cause the disruption of normal business activities. The Corporation
uses IT systems in various aspects of its business, including manufacturing,
distribution, product development, and many administrative functions, and much
of this software will need to be modified or replaced. The Corporation is
currently in the process of working toward Year 2000 compliance so that all of
its material business processes and components will properly handle dates prior
to, during and after the Year 2000.

The Corporation has prioritized its IT systems into three categories: critical,
necessary or other. Failure of a "critical" system would result in a serious
disruption of revenue and would critically impact competitive advantages.
Failure of a "necessary" system would result in serious processing delays and a
significant reduction in productivity. The Corporation believes all of its IT
systems are Year 2000 compliant with the exception of a very minor corporate
supported application. This remaining system is classified as "other" and is
currently being repaired. The failure of this system would pose no material
impact to the Corporation.

The Corporation's non-IT systems include embedded technology such as
microcontrollers included in production equipment, environmental control
equipment and timeclocks. These non-IT systems have been assessed. Remediation
actions are underway and risk mitigation strategies are being developed.

The Corporation is also in the process of ensuring the continuity and stability
of its normal business functions by identifying and assessing potential Year
2000 compliance risks associated with its external business relationships,
including those with vendors, customers, financial institutions and employee
benefit providers. This process has completed its assessment phase with
potential risks identified and contingency plans are being developed.
Contingency plans will be needed in the event any of the Corporation's critical
business partners are not Year 2000 compliant when required. The Corporation
does not currently anticipate such a situation and now expects to complete the
contingency planning phase in October.

The Corporation's current estimate of total cost to achieve Year 2000
compliance in both its IT and non-IT systems is approximately $35 million for
modifications to existing software, software replacement, computing hardware
and embedded systems. Through August 31, 1999, $31 million has been
cumulatively expended on Year 2000 compliance.

                                    Page 13

<PAGE>   16

In addition, the Corporation has developed a program to provide independent
validation of its Year 2000 compliance efforts. This program includes engaging
independent consultants for audits of its completed coding corrections and for
providing guidance and suggestions for the remediation efforts.

The Corporation believes, but cannot warrant, that with timely modifications to
its existing software and conversion to new software, by both the Corporation
and its significant business partners, the Year 2000 compliance issue should
not have a material impact on the Corporation's operations. Specific factors
which might cause a material adverse effect include the availability and cost
of trained personnel and the ability to recruit and retain them, as well as the
ability to locate all system coding requiring correction. Based upon
information available at this time, the Corporation believes that the cost of
modifications, replacements and related testing will not have a material impact
on the Corporation's liquidity or results of operations. Year 2000 expenditures
are being funded through operations.

LIQUIDITY AND CAPITAL RESOURCES

The seasonality of the Corporation's business precludes a useful comparison of
the current period and the year-end financial statements; therefore, a
Statement of Financial Position for August 31, 1998 has been included.

Operations used $27.4 million of cash for the first six months, an increase of
$35.4 million from the same period last year due primarily to lower earnings
from operations excluding the restructure charge which was a non-cash expense.
Partially offsetting the reduction in net income were lower increases of
accounts receivable and reduced growth of inventories.

Accounts receivable increased $3.1 million from February 28, 1999, compared to
an increase of $12.0 million during the same period in the prior year, due
primarily to lower everyday card product shipments. Net accounts receivable
increased to 18.1% of the prior twelve months' sales at August 31, 1999
compared to 17.5% at August 31, 1998.

Inventories used $37.2 million of cash for the first six months compared to
$70.8 million during the same period in the prior year. This significant
improvement in inventory is the result of the Corporation's focus to reduce
production lead times and also reflects the $7.7 million Canadian inventory
write-down mentioned previously. Inventories as a percent of the prior twelve
months' material, labor, and other production costs decreased to 37.3% at
August 31, 1999 from 43.4% at August 31, 1998.

Amortization of deferred costs exceeded payments by $22.5 million for the first
six months compared to $16.4 million during the same period in the prior year.
This reflects lower payments under agreements with certain retailers.

                                    Page 14

<PAGE>   17
 Investing activities used $37.1 million in cash for the first six months this
year. While $56.3 million was used in the same period last year, this included
$53.0 million for the acquisition of two greeting card companies in the United
Kingdom. Excluding the acquisitions, investing activities used $3.4 million in
the prior year for the same period. This adjusted increase of $33.7 million from
the prior year, excluding acquisitions, reflected a supply agreement loan to a
customer, lower cash distributions received from the Corporation's investment in
corporate owned life insurance and proceeds from the sale of an equity
investment last year.

Financing activities used $51.5 million for the six months compared to
providing $77.2 million during the same period in the prior year. The current
period use includes the purchase of 4.6 million shares of the Corporation's
Class A common stock for $130.1 million at an average price of $28.25 per
share. During the same period last year, 1.0 million shares of stock had been
purchased for $47.7 million.

As a result of lower cash flow, total debt less cash increased from $408.3
million at August 31, 1998 to $555.9 million at August 31, 1999. Debt as a
percentage of debt plus equity increased to 32.8% at August 31, 1999 from 26.8%
at August 31, 1998. On a per-share basis, shareholders' equity decreased from
$18.71 per share at August 31, 1998 to $18.59 at August 31, 1999.

There were no material changes in the financial condition, liquidity or capital
resources of the Corporation from February 28, 1999, the end of its preceding
fiscal year, to August 31,1999, the end of its last fiscal quarter and the date
of the most recent balance sheet included in this report, nor from August
31,1998, the end of the corresponding fiscal quarter last year, to August 31,
1999, except the changes discussed above and aside from normal seasonal
fluctuations.

                                    Page 15

<PAGE>   18

PROSPECTIVE INFORMATION

On February 24, 1999, the Corporation announced an initiative to further
strengthen its position as the productivity leader in the greeting card
industry. This initiative should result in more productive greeting card
departments in retail outlets by lowering retailer inventories to support
increased greeting card sales. The Corporation's investment in technology
improvements allows for shorter production lead times and a more efficient
retail distribution system. The Corporation's ability to more quickly offer
fresher, more innovative cards to the marketplace is key to this strategy.
Primarily as a result of this initiative, the Corporation believes Fiscal 2000
revenues will be reduced by approximately $100 million from the prior year
level with full fiscal year 2000 earnings per share declining to approximately
$2.00 to $2.10, excluding non-recurring items.

On June 1, 1999, the Corporation announced that its electronic marketing group,
americangreetings.com, will be established as a separate subsidiary in order to
aggressively grow and promote the electronic communication business. Also, on
June 17, 1999, the Corporation announced that it plans to sell a minority
interest in americangreetings.com in an initial public stock offering later
this year. The Corporation will continue to hold a majority interest in the new
company.

Management is not aware of any current trends, events, demands, commitments or
uncertainties which reasonably can be expected to have a material effect on the
liquidity, capital resources, financial position or results of operations of
the Corporation, except those mentioned above. However, the Corporation's
future results could be negatively impacted by such factors as retail
bankruptcies, a weak retail environment, loss of retail accounts to other
suppliers or as a result of retail consolidation and competitive terms of sale
offered to customers to expand or maintain business. Other risks, which are not
all-inclusive, include costs associated with correcting the Year 2000 issues,
unforeseen circumstances which may affect the Corporation's plans to reduce its
cost structure, as well as economic conditions in the various markets served by
the Corporation's operations. Please see the Corporation's Form 10-K for the
year ended February 28, 1999 for other risks and uncertainties that may affect
future results.

                                    Page 16

<PAGE>   19


                          PART II - OTHER INFORMATION

Item 4. SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS

        (a)   The Annual Meeting of Shareholders of the Corporation was held
              on June 25, 1999.

        (b)   The following individuals were elected to Class I of the
              Corporation's Board of Directors with term expiring in 2002:
              Stephen R. Hardis, James C. Spira, and Morry Weiss.

              The following individuals are continuing directors with term
              expiring in 2000 (Class II): Albert B. Ratner, Harry H. Stone
              and Edward Fruchtenbaum.

              The following individuals are continuing directors with term
              expiring in 2001 (Class III): Scott S. Cowen, Irving I. Stone
              and Harriet Mouchly-Weiss.

        (c)   The vote total was as follows for the election of directors
              (Class I):

              Nominee                        Votes For           Votes Withheld
              -------                       ----------           --------------
              Stephen R. Hardis             95,711,133             1,796,863
              James C. Spira                95,708,236             1,799,760
              Morry Weiss                   96,553,541               954,455

                                    Page 17

<PAGE>   20

Item 6. Exhibits and Reports on Form 8-K

        (a)     Exhibits (exhibit reference numbers refer to Item 601 of
                Regulation S-K)

                27 Financial Data Schedule

        (b)     Reports on Form 8-K

                None

                                   SIGNATURES

Pursuant to the requirements of the Securities Exchange Act of 1934, the
Registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.




                                        AMERICAN GREETINGS CORPORATION

                                        By: /s/ Patricia L. Ripple
                                        ------------------------------
                                            Patricia L. Ripple
                                            Controller
                                            Chief Accounting Officer

October 15, 1999

                                    Page 18

<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM
PART I, ITEM 1 OF THE SECOND QUARTER FORM 10-Q.
</LEGEND>
<MULTIPLIER> 1,000

<S>                             <C>
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                          FEB-29-2000
<PERIOD-START>                             MAR-01-1999
<PERIOD-END>                               AUG-31-1999
<CASH>                                          28,525
<SECURITIES>                                         0
<RECEIVABLES>                                  394,126
<ALLOWANCES>                                    19,174
<INVENTORY>                                    289,519
<CURRENT-ASSETS>                             1,103,569
<PP&E>                                         973,577
<DEPRECIATION>                                 549,289
<TOTAL-ASSETS>                               2,354,183
<CURRENT-LIABILITIES>                          550,422
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                                0
                                          0
<COMMON>                                        64,517
<OTHER-SE>                                   1,134,875
<TOTAL-LIABILITY-AND-EQUITY>                 2,354,183
<SALES>                                        936,540
<TOTAL-REVENUES>                               936,540
<CGS>                                          348,586
<TOTAL-COSTS>                                  348,586
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                 3,030
<INTEREST-EXPENSE>                              15,110
<INCOME-PRETAX>                                (24,143)
<INCOME-TAX>                                    (8,692)
<INCOME-CONTINUING>                            (15,451)
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                   (15,451)
<EPS-BASIC>                                      (0.23)
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