2010 marked the introduction of an innovative new product which sees the denomination of the stamp printed at the time of purchase.

The Seventh Definitive Series entitled Animals and Marine Life was issued in this new format as well as using the photographic approach.

A total of 41 special and commemorative stamps were issued in 2010 varying from such topics as Europa – Children’s Books to a joint issue with Sweden celebrating the life of stamp engraver, Czeslaw Slania. Highlights of the stamp programme were the stamps issued to pay tribute to the original Irish popstars, the Legendary Showbands and six Irish Fashion Designers whose stamps were designed to resemble the covers of Vogue and Elle magazines. Prestige Booklets were issued to complement these popular stamp issues.

Bernardo O’Higgins and John (Juan) McKenna, who took part in the struggle for Chilean independence, were also commemorated in a joint stamp issue with the Chilean Post Office to mark the 200th Anniversary of Chilean Independence from Spain. This joint issue was the first An Post had undertaken with a South American country.

Great institutions such as the Irish Countrywomen’s Association, the Irish Wheelchair Association and AA Ireland were celebrated for special anniversaries which took place during the year.

The 150th Anniversary of our first President, Douglas Hyde was marked with a stamp featuring a photographic portrait and the 25th Anniversary of Gaisce – the President’s Award also featured.

A diverse portfolio of associated collateral was also produced, including a Year Pack and First Day Cover collection. Once again, the Irish Stamps Year Book was produced to the highest standards of design in text and imagery, featuring all issues from the annual programme in both a standard and luxury edition. In 2010, An Post won the prestigious Allianz Business to Arts Jim McNaughton Perpetual Award for Best Commissioning Practice for its Year Book.