Document:

EX-10.21

 Exhibit 10.21 
 February 28, 2013 
 Christopher W. Haffke, Esq. 

Vice President, General Counsel and Secretary 

American Greetings Corporation 
 One American
Road 
 Cleveland, Ohio 44114 
 Dear
Chris: 
 I am delivering this letter agreement on behalf of Morry Weiss, Jeffrey Weiss, Gary Weiss, Elie Weiss and myself (collectively, the
“Weiss Family”) in connection with the Engagement Letter, dated the date hereof (the “Engagement Letter”), by and between American Greetings Corporation (the “Company”) and PricewaterhouseCoopers
LLP (“PwC”). 
 The Company authorizes the Weiss Family to receive the information and deliverables produced by PwC under the
Engagement Letter. 
 The Weiss Family will promptly reimburse the Company for (a) all fees and expenses charged by PwC to the Company in
connection with the Engagement Letter and (b) any out of pocket expenses or other liabilities incurred by the Company in connection with its obligation to indemnify PwC pursuant to the Engagement Letter. In addition, the Weiss Family agrees
that the Company has no responsibility or liability to any person or entity other than PwC with respect to the Engagement Letter or the services performed or information delivered thereunder. 
 The Weiss Family acknowledges that, by the written election of the Company, PwC may become a third party beneficiary to this letter agreement, entitled to enforce the terms hereof. The Weiss Family and
the Company acknowledge that nothing in this letter agreement or the Engagement Letter or any document executed in connection with the Engagement Letter affects the continued applicability of the letter agreement dated November 2, 2012 among
the Weiss Family, the Company and the other parties signatory to it. 
 Please confirm the foregoing understanding by signing and returning a
signed copy of this letter agreement to me. 
  

	
	Very truly yours,
	
	/s/ Zev Weiss
	Zev Weiss, on behalf of the Weiss Family

 Acknowledged: 
  

			
	American Greetings Corporation
		
	By:	 	/s/ Christopher W. Haffke
		 	Christopher W. Haffke
		 	Vice President, General Counsel and SecretaryEX-10.52

 Exhibit 10.52 
 EMPLOYMENT AGREEMENT 
 THIS EMPLOYMENT AGREEMENT made at Cleveland, Ohio,
this 18th day of October, 2004, by and between AMERICAN GREETINGS CORPORATION, an Ohio corporation (herein called the “Corporation”) and Christopher W. Haffke (herein called “Employee”) . 

In consideration of the covenants hereinafter set forth, the parties hereto mutually agree as follows: 

1. Subject to the provisions hereof, the Corporation shall employ Employee as on officer of the Corporation, either
elected by the Board of Directors or appointed by the Executive Committee, or as an officer of a subsidiary company with such duties and responsibilities as may be assigned to him from time to time by the Board of Directors or the Executive
Committee of the Board of Directors of the Corporation and Employee shall devote his full business time and attention and give his best efforts to the business affairs of the Corporation and/or of such of its subsidiaries as-the Board of Directors
or the Executive Committee of the Board of Directors of the Corporation may from time to time determine. Employee recognizes that in serving as an officer of the Corporation or as an officer of a subsidiary he serves in such capacity solely at the
pleasure of the Board of Directors or the Executive Committee of the Board of Directors of the Corporation and that his employment in such capacity or in any other capacity may be terminated at any time by the Board of Directors or the Executive
Committee of the Corporation. 

 2. The Corporation or a subsidiary shall, during the term of this Employment
Agreement, pay to Employee as minimum compensation for his services a base salary at a rate to be fixed by the Board of Directors or the Executive Committee or the Chairman of the Executive Committee, which rate shall not be less than
$150,000.00 per year, plus such additional compensation as the Board of Directors or the Chairman of the Executive Committee or the Executive Committee of the Board of Directors of the Corporation may from time to time determine. 

3. Employee covenants and agrees that in consideration of his employment as an officer of the Corporation or as an officer
of a subsidiary he shall not for a period of twelve months after leaving the employ of the Corporation or a subsidiary, regardless of .the reason for such leaving, enter into the employment, directly or indirectly or in a consulting or free lance
capacity, of any person, firm or corporation in the United States or Canada, which at such date of leaving the employ of the Corporation or a subsidiary shall be manufacturing or selling products that are substantially similar in nature to the
products being then manufactured or sold by the Corporation or the subsidiary. 
 4. In the event that the
employment of Employee under this Employment Agreement is terminated by the Corporation or a subsidiary, the Corporation covenants and agrees that it shall pay or cause to be paid to Employee a continuing salary at a rate which shall be the highest
base salary rate paid Employee during the preceding six-month period for a period of time equivalent to one-half month for each year of employment by the Corporation or a subsidiary of the Employee, but in no event to be less than a period of three
months nor greater than a period of twelve months. The provisions of this paragraph shall not be applicable if the Employee is terminated because of a gross violation of his obligations to the Corporation. 

  
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 5. In the event that Employee shall cease to be employed as an officer
of-the Corporation .or a subsidiary but shall continue in the employ of the Corporation or a subsidiary, then this Employment Agreement shall terminate twelve months after the date that Employee ceases to be employed as an officer of the Corporation
or a subsidiary. 
 6. I agree that during the period of my employment and thereafter, I will keep confidential
and will not disclose any information, records, documents or trade secrets of the Corporation acquired by me during my employment, and except as required by my employment, will not remove from the Corporation’s premises any record or other
document relating to the business of the Corporation; or make copies thereof; it being recognized by me that such information is the property of the Corporation. 

7. This Agreement shall be applied and interpreted under the laws of the State of Ohio. 

 

			
	AMERICAN GREETINGS CORPORATION
		
	By 	 	/s/ Morry Weiss
		 	President
	
	/s/ Christopher W. Haffke
		 	EmployeeEX-10.53

 Exhibit 10.53 

 

			
	 CATHERINE M. KILBANE
 SENIOR
VICE PRESIDENT
 GENERAL COUNSEL AND SECRETARY
	 	

  
 ONE AMERICAN ROAD

 CLEVELAND OHIO 44144-2398 
 (216)
252-4875 — FAX (216) 252-6777 
 October 29, 2012 

Christopher W. Haffke, Esq. 
 Vice President and
Deputy General Counsel 
 American Greetings Corporation 
 1 American Road 
 Cleveland, Ohio 44144 

Subject:     Retention Bonus Agreement 
 Dear Chris: 
 As you know, the Weiss family has proposed buying all outstanding shares of American
Greetings’ stock and converting the Company into a privately-held corporation. We understand that this is a significant development with the potential to impact your position and work on behalf of the Company. While we understand that this
could be a time of concern and uncertainty for you, we want to encourage you to remain employed with American Greetings as the Company explores the possibility of this proposed transaction. 
 Accordingly, American Greetings Corporation, on behalf of its subsidiaries, affiliates, successors and assigns (“American Greetings” or “the Company”), is offering you
(“you,” “Employee” or “Haffke”) the opportunity to enter into the following Retention Bonus Agreement (“Agreement”) with us, which will provide you with a financial incentive to remain actively employed with
American Greetings. “” This financial incentive is over and above the wages and benefits that will be provided to you in the ordinary course of your employment. 
 If you choose to execute this Agreement, it will be effective on the date you sign it, This Agreement, by and between you and American Greetings, shall be in place for twelve (12) months, beginning
on the date of execution, and at the conclusion of the 12-month period, it will expire. In consideration of the mutual promises made herein, you and American Greetings agree as follows: 

1. Objective. American Greetings proposes this Agreement for the purpose of encouraging you to remain continuously employed
with the Company from the present time through the closing of the transaction, or similar transaction, contemplated by the September 26, 2012 letter from Zev Weiss to the Board of Directors of American Greetings Corporation
(“Transaction”), or June 1, 2013 , whichever is earlier (the “Retention Date”). Accordingly, provided you comply with paragraph 7 herein and except as provided in paragraph 4 herein, American Greetings will guarantee your
employment and/or compensation, at your base salary in effect as of the date you execute this Agreement and at the level of benefits provided to other associates at the vice president level, until June 1, 2013. 

  
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 2. Amount of the Bonus. In consideration for complying with the terms and
conditions of this Agreement, American Greetings will pay you a Retention Bonus (“Bonus”) in the total amount of $125,000, less all applicable payroll tax withholdings and deductions on June 1, 2013 or within 30 days following the
close of the Transaction, whichever is earlier. This payment will be in addition to your normal compensation and in addition to any bonus which may be paid to you under American Greetings’ Key Management Incentive Plan for fiscal year 2013. The
retention bonus will be made regardless of whether the Transaction occurs or not. 
 3. Earning the Bonus. You
will earn the Bonus described in paragraph 2 on the closing of the transaction or June 1, 2013, whichever is earlier. Except as set forth in paragraph 6 below, you must be actively and continuously employed by American Greetings from now
through the Retention Date to earn the Bonus. Because the purpose of this Agreement is to encourage continuity of service, the Bonus does not accrue and is not earned on a daily, pro rata basis. No portion of the bonus is earned prior to the
Retention Date. For the purposes of this bonus, periods of time for which paid time off is provided, including vacation, sick leave, holidays and the like, are considered to be active service. If earned, the Bonus will be paid on the first regularly
scheduled payroll date following the Retention Date. 
 4. Effect of Termination or Resignation. If you resign
from American Greetings for any reason or if your employment with American Greetings is terminated for cause, you will not earn any portion of the Bonus, nor will you be eligible for continued compensation through June 1, 2013 as described in
Paragraph 1 above. For purposes of this Agreement, “cause” includes, but is not limited to failure to perform duties; failure to comply with Company policies; misconduct (including, but not limited to fraud, embezzlement, misappropriation,
etc.); failure to follow directions of Company management; or habitual absence from work. For purposes of this Agreement, you acknowledge and agree that no resignation on your part, for any reason, will be construed as a “constructive” or
“forced” termination by American Greetings. 
 5. No Contract for Continued Employment; At-Will
Employment. Nothing contained in this Agreement creates an express or implied term of employment or an express or implied agreement to terminate for cause. Your employment remains terminable at-will, either by you or American Greetings, with
or without cause. 
 6. Effect of Job Elimination or Position Reduction. In the event American Greetings
eliminates your position during the term of this Agreement, or significantly reduces the scope of your job responsibilities to a level that is not reasonably considered to be at the level of a vice president, American Greetings will provide you with
either 1) ninety (90) days’ notice of job elimination or reduction, during which time you will be permitted to continue to work at the same level of salary and benefits in effect at the time; or 2) 90 days’ of salary and benefits
continuation at the level in effect at the time. In addition, you will remain eligible for the bonus payment contemplated in paragraph 2 above and you will also be eligible for severance in accord with the terms of the severance plan applicable to
vice presidents in effect at the time of separation. 
 7. Best Efforts. American Greetings requires that at all
times, you continue to give your best efforts and full-time attention to the business of American Greetings. 
 8.
Confidentiality of this Agreement. You shall at all times keep confidential (except for disclosure to your spouse, accountant, financial advisor and/or attorney for the purpose of professional advice) the terms and conditions of this
Agreement, unless required to disclose such confidential information by law. 

  
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 9. Entire Agreement. This Agreement contains the entire
understanding and Agreement regarding the Retention Bonus. There are no oral or other written agreements or understandings which directly or indirectly affect the Bonus described herein. You acknowledge and agree that American Greetings has made no
promise, inducement, implied promise, pledge, or assurance regarding the Bonus that is not set forth in this Agreement. This Agreement shall not be modified in any respect except in writing and executed by all parties. 

If this document is not returned to Cathy Kilbane on or before the close of business on November 2, 2012, it is understood that you are declining
in participating in this Retention Bonus Agreement. 
 You have received, read, and understand the contents of this Agreement. By signing
below, you accept this Agreement and all of its terms. 
  

	
	/s/ Catherine M. Kilbane
	Catherine M. Kilbane
	Senior Vice President, General Counsel and Secretary

  

					
	AGREED:	 		 	
			
	/s/ Christopher W. Haffke	 		 	10-29-2012
	Christopher W. Haffke	 		 	Date

  
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