Because nothing says Happy Holidays like a radiation-scarred Captain Pike tree ornament.
Press the button and you get dialogue from Kirk and Spock, and some beeps from Pike. And his lights work! Isn't that precious?
But check this out:
The one on the left is the image from main Hallmark page, and the one on the right is a screencap from the video you can watch from said page. I suspect the one they've used for the main page is a prototype or something, as the quality is much higher and it actually looks like Pike from the episode. But look how crappy the production version is! It doesn't look anything like him! His eyes are wide open, and his skin color is normal! THIS IS A DISASTER!
Looks like Henry Winkler.