On December 30, 2009, the Postal Service, in conjunction with the Greeting Card Association, announced a new series of postage stamps. The series made it simple for greeting card customers to know how much postage to put on their envelopes. The 64-cent Monarch Butterfly stamp was the first in the series.
The stamps were designed for use on cards having an irregular shape and requiring additional postage. Participating manufacturers printed a silhouette image of a butterfly on their envelopes, making it easy for customers to understand that the butterfly stamp or equivalent postage was all that was needed to mail the card.
The first stamp design in the series features one of the most recognizable butterflies in North America, the monarch. The issue was dedicated at the National Stationery Show held at the Jacob Javits Center in New York on May 17, 2010. The stamp was published as a pane of twenty.
Avery Dennison printed 20 million stamps using the gravure process.
Reference: Postal Bulletin (April 8, 2010)