Exhibit 10(j)(v)


                                GIBSON GREETINGS, INC.

                              1989 STOCK INCENTIVE PLAN

                   (As amended and restated through April 29, 1993)


               1.   Name and Purpose.  This Plan, as it may be amended and
          restated from time to time, shall be known as the "Gibson
          Greetings, Inc. 1989 Stock Incentive Plan" (the "Plan").  The
          purpose of the Plan is to advance the interests of Gibson
          Greetings, Inc. (the "Company") by providing material incentive
          for the continued services of key employees and by attracting
          able executives to employment with the Company and its
          Subsidiaries.  The term "Subsidiary" as used herein means a
          subsidiary corporation of the Company as the term is defined in
          Section 424(f) of the Internal Revenue Code of 1986, as amended
          (the "Code").  Reference to any Code Section in this Plan
          includes the provisions of such Section as it may be amended or
          as it may be replaced by any other section or sections of the
          Code of like intent and purpose.

               2.   Administration.  The Plan shall be administered by a
          committee (the "Committee") of the Board of Directors of the
          Company (the "Board") to consist of at least two directors, each
          of whom is a "disinterested person" as defined in Rule 16b-3
          promulgated by the Securities and Exchange Commission under the
          Securities Exchange Act of 1934, as such Rule may be amended from
          time to time, or any successor rule thereto.  Subject to and
          consistent with the provisions of the Plan, the Committee shall
          establish such rules and regulations as it deems necessary or
          appropriate for the proper administration of the Plan, shall
          interpret the provisions of the Plan, shall decide all questions
          of fact arising in the application of Plan provisions and shall
          make such other determinations and take such actions in
          connection with the Plan and the options and Restricted Shares
          provided for herein as it deems necessary or advisable.

               3.   Eligibility.  Regular full-time employees of the
          Company and its Subsidiaries who are key executive or other key
          salaried employees, including officers, whether or not directors
          of the Company, shall be eligible to participate in the Plan.
          Such employees are herein referred to as "Eligible Employees."
          Those directors who are not regular employees of the Company or
          its Subsidiaries are not eligible to participate in the Plan.

               4.   Shares Subject to Plan.

               (a)  The shares to be issued and delivered by the Company
          upon exercise of options granted under the Plan, or issued as
          Restricted Shares under the Plan, are the Company's shares of
          Common Stock, $.01 par value, ("Common Shares") which may be
          either authorized but unissued shares or treasury shares.
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               (b)  The aggregate number of Common Shares of the Company
          which may be issued under the Plan shall not exceed Five Hundred
          Thousand (500,000) shares; subject, however, to the adjustment
          provided in Paragraph 8 in the event of stock splits, stock
          dividends, exchanges of shares or the like occurring after the
          effective date of this Plan.  No option may be granted, or
          Restricted Shares issued, under this Plan which could cause such
          maximum limit to be exceeded.

               (c)  Common Shares covered by an option which is no longer
          exercisable with respect to such shares, or Restricted Shares
          which have been resold to the Company and in respect of which no
          benefits of ownership have been received by the Participant,
          shall again be available for issuance under this Plan.

               5.   Grant of Options.  The Committee may from time to time,
          in its discretion and subject to the provisions of the Plan,
          grant either nonqualified or Incentive Stock Options (as defined
          in Section 422 of the Code) to Eligible Employees.  Employees to
          whom options have been granted are herein referred to as
          "Optionees".  Each option shall be embodied in an option
          agreement signed by the Optionee and the Company providing that
          the option shall be subject to the provisions of this Plan and
          containing such other provisions as the Committee may prescribe
          not inconsistent with the Plan.  The option agreement shall
          specify whether the option is a nonqualified option or an
          Incentive Stock Option.

               6.   Terms and Conditions of Option.  All options granted
          under the Plan shall contain such terms and conditions as the
          Committee from time to time determines, subject to the foregoing
          and following limitations and requirements.

               (a)  Option price.  The option price per share shall be not
          less than 100% of the fair market value of the Company's Common
          Shares on the date the option is granted, as determined by the
          Committee in a manner consistent with the requirements of the
          Code for Incentive Stock Options.

               (b)  Period within which option may be exercised.  The
          period of each option shall be fixed by the Committee, but no
          Incentive Stock Option may be exercised after the expiration of
          ten years from the date the option is granted.  The Committee
          may, in its discretion, determine as a condition of any option
          that a stated percentage of the shares covered by such option
          shall be exercisable in any one year or other stated period of
          time.

               (c)  10% Shareholder.  Notwithstanding any other provision
          of this Plan, with respect to an Incentive Stock Option granted
          to an Eligible Employee who, at the time such option is granted
          owns shares possessing more than 10% of the total combined voting
          power of all classes of shares of the Company or its

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          Subsidiaries, the option price per share shall be at least 110%
          of the fair market value of the Common Shares subject to the
          option and such option may not be exercised after the expiration
          of five years from the date the option is granted.

               (d)  Termination of option by reason of termination of
          employment.  If an Optionee's employment with the Company and its
          Subsidiaries terminates, all options granted under this Plan to
          such Optionee which are not exercisable on the date of such
          termination of employment shall immediately terminate, and any
          remaining options shall terminate if not exercised before the
          expiration of the following periods, or at such earlier time as
          may be applicable under Paragraph 6(b) or 6(c) above:  (i) thirty
          (30) days following such termination of employment, if such
          termination was not a result of retirement under a Company
          Pension Plan or of death or disability (disability within the
          meaning of Section 22(e)(3) of the Code), or (ii) three (3)
          months following the Optionee's termination of employment because
          of retirement under a Company Pension Plan, or (iii) one (1) year
          following date of death or commencement of disability, if the
          Optionee was an employee of the Company and/or Subsidiary at the
          time of his death or the commencement of his disability; provided
          that such termination provisions may be varied by the Committee
          with respect to nonqualified options which are exercisable on the
          date of termination of employment.

               (e)  Non-transferability.  Each option and all rights
          thereunder shall be exercisable during the Optionee's lifetime
          only by him, or by his guardian or legal representative, and
          shall be non-assignable and non-transferable by the Optionee,
          except that a nonqualified option may be transferred pursuant to
          a "domestic relations order" as defined in Section 414(p)(1)(B)
          of the Code.  In the event of the Optionee's death, any option
          shall be transferable by the Optionee's Will or by the laws of
          descent and distribution, and the representative or
          representatives of his estate, or the person or persons who
          acquired (by bequest or inheritance) the rights to exercise his
          options granted under this Plan, may exercise any of the
          unexercised options in whole or in part prior to the expiration
          of the applicable exercise period, as specified in Paragraph 6(d)
          above.

               (f)  More than one option granted to an Optionee.  More than
          one option may be granted to an Optionee under this Plan and both
          nonqualified and Incentive Stock Options may be granted to an
          Optionee.

               (g)  Compliance with securities laws.  Options granted and
          shares issued by the Company upon exercise of options shall be
          granted and issued only in full compliance with all applicable
          securities laws, including laws, rules and regulations of the
          Securities and Exchange Commission and applicable state Blue Sky
          Laws.  With respect thereto, the Committee may impose such

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          conditions on transfer, restrictions and limitations as it may
          deem necessary and appropriate to assure compliance with such
          applicable securities laws.

               (h)  Cancellation of Option.  The Committee shall have the
          authority to effect, at any time and from time to time, with the
          consent of the affected Optionee or Optionees, the cancellation
          of any or all outstanding options granted under this Plan and the
          grant in substitution therefor of new options under this Plan
          (subject to the limitations hereof) covering the same or
          different numbers of Common Shares at an option price per share
          in all events not less than fair market value on the date of the
          new grant.

               7.   Method of Exercise.  An option granted under this Plan
          may be exercised by written notice to the Committee, signed by
          the Optionee, or by such other person as is entitled to exercise
          such option.  The notice of exercise shall state the number of
          Common Shares in respect of which the option is being exercised,
          and shall either be accompanied by the payment of the full option
          price for such shares, or shall fix a date (not more than ten
          business days from the date of such notice) for the payment of
          the full option price of the shares being purchased.  All or any
          portion of the payment may be made by the transfer of Common
          Shares of the Company from the Optionee to the Company, to the
          extent permitted by law.  Such shares shall be valued for this
          purpose at their fair market value on the date they are
          transferred to the Company as payment, determined in the same
          manner as is provided in Paragraph 6(a) hereof.  A certificate or
          certificates for the Common Shares of the Company purchased
          through the exercise of an option shall be issued in regular
          course after the exercise of the option and payment therefor.
          During the option period no person entitled to exercise any
          option granted under this Plan shall have any of the rights or
          privileges of a shareholder with respect to any shares issuable
          upon exercise of such option until certificates representing such
          shares shall have been issued and delivered.

               8.   Share Adjustments.  In the event there is any change in
          the Company's Common Shares resulting from stock splits, stock
          dividends, combinations or exchanges of shares, or other similar
          capital adjustments, equitable proportionate adjustments shall
          automatically be made without further action by the Committee in
          (i) the number of shares available for option grant or issuance
          under this Plan, (ii) the number of shares subject to options
          granted under this Plan, and (iii) the option price of optioned
          shares.

               9.   Allocation and Purchase of Restricted Shares.

                    (a)  The Committee may from time to time, in its
          discretion and subject to the provisions of the Plan, allocate
          Common Shares to any or all Eligible Employees.  Common Shares

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          allocated under this Paragraph 9 of the Plan are referred to
          herein as "Restricted Shares."  Employees to whom Restricted
          Shares have been allocated are herein referred to as
          "Participants."  Each Participant to whom an allocation of
          Restricted Shares has been made shall be offered the right to
          purchase such Restricted Shares as herein provided.

                    (b)  The Committee shall advise each Participant to
          whom an allocation of Restricted Shares has been made in writing
          of the terms of the offer, including the number of shares which
          such person shall be entitled to purchase, the purchase price per
          share, and any other terms, conditions and restrictions relating
          thereto.  The Participant shall have thirty (30) days from the
          date of the offer to accept such offer.  The Committee may, in
          the exercise of its discretion, extend the term of any offer.
          Subject to the express provisions of the Plan, the Committee
          shall have the power to make such offer subject to any terms and
          conditions it may establish and the offers made to different
          persons, or to the same person at different times, may be subject
          to terms, conditions and restrictions which differ from each
          other.  Each allocation and offer shall be embodied in a
          "Restricted Share Agreement" signed by the Participant and the
          Company providing that the Restricted Shares shall be subject to
          the provisions of this Plan and containing such other provisions
          as the Committee may prescribe not inconsistent with the Plan.

                    (c)  The purchase price of the Restricted Shares
          offered under this Plan shall be any lawful consideration
          established by the Committee in its discretion.  If a Participant
          elects to purchase Restricted Shares, he shall pay the purchase
          price in full, at the principal office of the Company, prior to
          expiration of the offer.  Upon payment of the purchase price,
          certificates representing the shares shall be issued to the
          Participant, which certificates shall bear an appropriate legend
          reflecting that such shares are subject to the restrictions
          contained in the Plan.  At the Committee's election, such
          certificates may be held by the Company on behalf of the
          Participant until the restrictions applicable to such shares
          shall have lapsed.

               10.  Restrictions Applicable to Restricted Shares.

                    (a)  By purchasing the Restricted Shares allocated to
          him under this Plan, the Participant agrees and consents to the
          restrictions described in this Plan for a period determined by
          the Committee at the time of such allocation, said period
          referred to herein as the "Restricted Period." For the duration
          of the Restricted Period (unless the restrictions earlier lapse
          or are removed by the Committee), Restricted Shares issued under
          this Plan shall not be transferred, delivered, assigned, sold, or
          disposed of in any manner, nor pledged or otherwise hypothecated.
          On the last day of the Restricted Period, or upon the earlier
          lapse or removal of restrictions, such Restricted Shares shall

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          cease to be subject to the restrictions under this Paragraph
          10(a) of the Plan.

                    (b)  Restricted Shares issued by the Company under the
          Plan shall be issued only in full compliance with all applicable
          securities laws, including laws, rules and regulations of the
          Securities and Exchange Commission and applicable state Blue Sky
          laws.  With respect thereto, the Committee may impose such
          conditions on transfer, restrictions and limitations as it may
          deem necessary and appropriate to assure compliance with such
          applicable securities laws.

               11.  Termination of Employment During Restricted Period.

                    (a)  If a Participant's employment with the Company and
          its Subsidiaries terminates because of death or disability, the
          restrictions under Paragraph 10(a) of this Plan shall
          automatically terminate as to that number of the Restricted
          Shares owned by the Participant which is equal to the total
          number of such Restricted Shares multiplied by a fraction, the
          numerator of which is the number of full months which have
          elapsed from the date of allocation and the denominator of which
          is the total number of months during the Restricted Period.  The
          Participant (or his estate, heirs, or legatees) shall be required
          to resell the remaining Restricted Shares to the Company at a
          price per share equal to the original purchase price paid by the
          Participant for such shares, or such other price as may be set by
          the Committee in the Restricted Share Agreement, unless the
          Committee shall, in its discretion, waive the restrictions under
          Paragraph 10(a) as to any part or all of such remaining
          Restricted Shares.

                    (b)  If a Participant's employment with the Company and
          its Subsidiaries terminates during the Restricted Period other
          than by reason of death or disability, the Participant shall be
          required to resell all of the Restricted Shares to the Company at
          a price per share equal to the original purchase price paid by
          the Participant for such shares, or such other price as may be
          set by the Committee in the Restricted Share Agreement, unless
          the Committee shall, in its discretion, waive the restrictions
          under Paragraph 10(a) as to any part or all of the Restricted
          Shares.

               12.  Resale of Restricted Shares.  In the event a
          Participant is required to resell Restricted Shares to the
          Company as the result of the termination of the Participant's
          employment as described in Paragraph 11, the Company by written
          notice to the Participant shall specify a date not less than five
          nor more than ten days from the date of such notice to consummate
          the purchase and sale of such Restricted Shares at the principal
          office of the Company.  The Participant shall deliver to the
          Company certificates representing such Restricted Shares, duly
          endorsed and in proper form for transfer, and upon the receipt of

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          such share certificates, the Company shall deliver to the
          Participant a check in the amount of the purchase price.  If the
          Participant fails to deliver the share certificates to the
          Company at the time specified in such notice, the Company may
          deposit the purchase price with the Treasurer of the Company, and
          thereafter the shares shall be deemed to have been transferred to
          the Company and the Participant, despite his failure to deliver
          the share certificates, shall have no further rights as a
          stockholder of the Company.  In such event, the Treasurer of the
          Company shall continue to hold the purchase price for such shares
          and shall make payment thereof, without interest, upon delivery
          of the share certificates to the Company.

               13.  Merger, Consolidation or Sale of Assets.  In the event
          the Company shall consolidate with, merge into, or transfer all
          or substantially all of its assets to another corporation or
          corporations (herein referred to as "successor employer
          corporation"), such successor employer corporation may obligate
          itself to continue this Plan and to assume all obligations under
          the Plan in a manner consistent with the provisions of Section
          424(a) of the Code.  In the event that such successor employer
          corporation does not obligate itself to continue this Plan as
          above provided, this Plan shall terminate effective upon such
          consolidation, merger, or transfer, and any option previously
          granted hereunder shall terminate.  If practical, the Company
          shall give each Optionee twenty (20) days prior notice of any
          possible transaction which might terminate this Plan and the
          options previously granted hereunder.

               14.  Amendment or Termination.  The Board may terminate this
          Plan at any time, and may amend the Plan at any time or from time
          to time, without obtaining any approval of the Company's
          shareholders; except that the Plan may not be so amended (i) to
          increase the aggregate number of shares issuable under the Plan
          (excepting proportionate adjustments made under Paragraph 8 to
          give effect to stock splits, etc.); (ii) to change the option
          price of optioned stock (excepting proportionate adjustments made
          under Paragraph 8); (iii) to change the requirement that the
          option price per Common Share covered by an option granted under
          this Plan not be less than 100% of the fair market value of the
          Company's Common Shares on the date such option is granted;
          (iv) to extend the time within which Incentive Stock Options may
          be granted or the time within which a granted Incentive Stock
          Option may be exercised; or (v) to change, without the consent of
          the Optionee (or his, or his estate's, legal representative), any
          option previously granted to him under the Plan.  If the Plan is
          terminated, any unexercised option shall continue to be
          exercisable in accordance with its terms, except as provided in
          Paragraph 13 above, and any Restricted Shares shall continue to
          be subject to the terms of this Plan for the duration of the
          Restricted Period.



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               15.  Company Responsibility.  All expenses of this Plan,
          including the cost of maintaining records, shall be borne by the
          Company.  The Company shall have no responsibility or liability
          (other than under applicable Securities Acts) for any act or
          thing done or left undone with respect to the price, time,
          quantity, or other conditions and circumstances of the purchase
          of shares under the terms of the Plan, so long as the Company
          acts in good faith.

               16.  Tax Withholding.  Any grant of an option or issue of
          Restricted Shares hereunder shall provide as determined by the
          Committee for appropriate arrangements for the satisfaction by
          the Company and the Optionee or Participant of all federal,
          state, local or other income, excise or employment taxes or tax
          withholding requirements applicable to the exercise of the
          option, the receipt of Restricted Shares or the later disposition
          of the Common Shares thereby acquired and all such additional
          taxes or amounts as determined by the Committee in its
          discretion, including, without limitation, the right of the
          Company or any subsidiary thereof to receive transfers of Common
          Shares or other property from the Optionee or to deduct or
          withhold in the form of shares from any transfer to an Optionee
          or Participant, in such amount or amounts deemed required or
          appropriate by the Committee in its sole and absolute discretion.

               17.  Implied Consent.  Every Optionee or Participant, by his
          acceptance of an option or Restricted Shares under this Plan,
          shall be deemed to have consented to be bound, on his own behalf
          and on behalf of his heirs, assigns, and legal representatives,
          by all of the terms and conditions of this Plan.

               18.  No Effect on Employment Status. The fact than an
          employee has been granted an option or Restricted Shares under
          this Plan shall not limit or otherwise qualify the right of his
          employer to terminate his employment at any time.

               19.  Duration and Termination of the Plan.  This Plan became
          effective on January 23, 1989.  No Incentive Stock Option shall
          be granted subsequent to January 22, 1999, or subsequent to any
          earlier date as of which the Plan is terminated pursuant to
          Paragraph 14.

               20.  Delaware Law to Govern.  This Plan shall be construed
          and administered in accordance with and governed by the laws of
          the State of Delaware.





          1989opt.pol



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