Margarete Steiff GmbH is one of the world’s best-known soft toy manufacturers and has been a byword for top quality, tested safety, perfect design and first-class materials for over 135 years.
Back in 1880, when Margarete Steiff invented the “Elefäntle” and saw how the little felt elephant, which had originally been conceived as a pin cushion, soon established itself as a favourite toy, it became clear to her how important high-quality and lovingly designed toys are for children.
Her belief that “Only the best is good enough for children” is our company philosophy and shapes both our work and every toy that leaves our production.
CHANGES TO STEIFF LABELLING
Due to the recently launched brand architecture, it is essential to reach a clearer and better visual differentiation between our product categories. Therefore, changes have been made so that the placement at the POS gets easier. Due to this new structure, the end customer has a better orientation and will find the desired product more quickly.
There are the following three categories:
The categories differ both in terms of product characteristics and pricing and appeal to different target groups. What they all have incommon, however, is the high Steiff quality, the tested product safety and the unique design.
In future, the popular Soft Cuddly Friends will simply be called “Friends”. They are the relatively affordable entry-level segment forchildren, providing a warm and cozy start into the world of Steiff. Their particularly soft, cuddly appearance and loving, child-friendly design appeal to a broad target group. The “Friends” are identified by a colorful yellow ear tag with red Steiff lettering and a silver button in the ear.
The “Originals” category represents the DNA of the Steiff brand with its iconic and natural products.
| How Originals differ from Friends: |
| Ø Elaborate pattern |
| Ø Chest tag |
| Ø Hand stitched nose on Teddy bears |
| Ø Jointed Teddy bears |
| Ø Airbrushing details / shading on animals |
| Life like realistic designs of animals |
As classic children’s toys, they are nevertheless hard-wearing and washable. They can be recognised by their elegant ear tag in ecru with dark grey lettering and a silver button as well as a neck tag.
Finally, the “Collectors” category stands for the uniquely hand made products made from exclusive materials for adult Steiff collectors. They carry the white ear tag with red lettering, fastened with a gold-plated button, or – in the case of open editions – blue lettering, fastened with a brass button.
In addition to the changes to the ear tags and chest tags, the hangtags have been adapted to the new Design. They will be clearer and reduced in detail, and we do not need as many different variations. For example, the washing instructions can now be found under the FAQs on our Website.
The changeover of the plush products to the new design will take place on a rolling basis from January 2024. The product namesand associated texts will be revised by the end of the first quarter of 2024 and new images by the end of the second quarter.
Products which are already on stock will not get changed. The orders which are in our production, apart from target group 1 willbe delivered with the new product equipment from the 1st of January onwards. Stock items and post productions of target group 1will not get changed. Target group 1 novelties SS24 will still have the classic product equipment.
The new designed bear head will be launched on the new SS25 fashion articles.
Furthermore, we are developing a new sustainability concept. This concept can be used for both plush and fashion. Therefore theslogan „Teddies for tomorrow“ will no longer exist.
Instead, all items which are made of a certain proportion of sustainable, alternative, or recycled material, will now be labelled with thefollowing green hangtag.
In future, the popular Soft Cuddly Friends will simply be called “Friends”. They are the relatively affordable entry-level segment forchildren, providing a warm and cozy start into the world of Steiff. Their particularly soft, cuddly appearance and loving, child-friendly design appeal to a broad target group. The “Friends” are identified by a colorful yellow ear tag with red Steiff lettering and a silver button in the ear.
Should you wish to place an order for a limited edition, the item must be paid for in full. Limited editions will depend on availability.
The shop is carrying a large range of soft cuddly toys for children. All Steiff products are superior, will stand up to lots of washing, and of course have the famous trademark “button in the ear”
Only the finest plush and mohair is used in the creating of their
products.
