1879 – Margarete Steiff makes her first stuffed animal
After contracting polio as a child which left her legs paralyzed, Margarete Steiff (pictured on the right) turned her attention to activities that she could partake in from her wheelchair. She started off by making clothes, before beginning a small project that would change her and her family’s fortunes forever.
Margarete had come across the sewing pattern for a small fabric elephant in a magazine, which she originally believed would work well as a pincushion. She then began making more elephants and other small fabric animals as gifts for her friends’ children, which proved popular.
1880 – Margarete Steiff founds her company
After word got out about Margarete Steiff’s small sewn animals, she began selling them in small quantities to people in her hometown of Giengen, Germany. Following this small-scale local success, Steiff founded her company, Margarete Steiff GmbH.
The little toy elephants that Steiff had been making, now known as ‘Elefäntle’, quickly became the company’s highest-selling product, with her younger brother Fritz experiencing great success selling them at the local Heidenheim market. Within six years, Margarete Steiff GmbH had sold over 5000 small elephants.
1890 – The Steiff manufacturing facility is built and opened
In 1890, Margarete Steiff’s younger brother Fritz, who had been selling Margarete’s toys at the market, helped build her a house, with a living area and a small shop in which she could make and sell her fabric toys. This would help to streamline the production of the family’s now-prized product.
The house was named Felt Toy Manufacturing facility. The street in which the house is situated was later renamed Margarete-Steiff-Straße in honour of Steiff and her contributions to, not just German entrepreneurship, but female entrepreneurship in general.
1892 – “Only the best is good enough for children”
In 1892, Margarete Steiff’s long-time motto, “Only the best is good enough for children” was first published in a fully illustrated catalogue which showed the public everything that the company were now selling. Elefäntle was now joined by a range of animals, all made from similar materials.
These animals included common animals such as horses, donkeys, pigs, mice, dogs, and cats. The company also began selling more exotic animals, such as monkeys, giraffes, and camels. To keep up with demand, Steiff employed four seamstresses and ten outworkers.
1894 – Richard Steiff begins sketching bears
Margarete Steiff’s nephew, Richard Steiff had always taken an interest in both animals and art, and while he was studying at the Kunstgewerbeschüle (school of arts and crafts) in Stuttgart, he began taking trips to the local zoo, armed with a notebook and pencils.
It was at the Stuttgart Nilsche Tiergarten where Richard took a particular interest in bears, documenting their movements in an array of sketches. It was the bears’ movement that piqued Richard’s interest the most, as well as the juxtaposition between their cuddly features and their aggressive tendencies.
1897 – Richard Steiff joins the family business
Richard Steiff’s artistic and creative talent, as well as his passion for the natural world and the animals that inhabit it, made him a perfect fit to inject a little extra creativity into the family business. It also helped that Richard was Margarete’s favourite nephew, with the pair having a good relationship already in place.
Richard’s sketches that he had taken at the zoo in Stuttgart went on to form the basis of many of the company’s output at the time, with newer animals constantly being added to the company’s list of products. However, it was still the bear that Richard loved the most, which led him down what was to be a rather lucrative path.
1902 – Richard Steiff designs the first jointed bear
While helping to design and build the existing animals in the company’s range, Richard Steiff began working on the design of a jointed toy bear. In 1902 he produced what he would call the 55 PB. A bear that stood 55cm tall, with the P standing for plush, and the B standing for bewiglisch, the German word for moveable.
While looking for a suitable material in which to cover the bear, Richard stumbled across mohair, which was both cuddly and dyeable, meaning he could achieve the look of the bear both to touch and in its colouring. He outsourced the production of the mohair to a fabric-weaving mill in the German city of Duisburg.
1903 – American interest
Margarete Steiff was originally sceptical about how well the bears were going to sell, but allowed Richard to present his new creation at the Leipzig toy fair. It was at the toy fair where the bear was spotted by an American businessman, who placed an order of 3000 pieces.
The Steiff bear’s introduction to the US market proved to be the next stepping stone for the company, as the bears were an instant hit with American children. This was the start of the Steiff family fame and the beginning of the notion that these bears could become collector’s items.
1904 – Richard Steiff continues to develop the bear
Despite the success of the 55 PB bears in the USA, Richard Steiff wasn’t done innovating. By 1904 he had developed two new bears, both slightly smaller than the original 55 PB. The 35 PB and the 28 PB were introduced to great success, expanding the business even further.
1904 was also the first year in which Steiff bears included their trademark button in the ear. This was an idea developed by family member and employee Franz Steiff, who decided that the company needed to mark their products in order to distinguish them from any potential fakes.
1905 – Richard Steiff designs the disk-jointed bear
To further improve the moveability of his bears, Richard Steiff began working on a more effective joint system. He came up with the card disk-jointing mechanism, which is still used today in many stuffed animal toys. Steiff began implementing this joint system into their bears.
A famous early example of this mechanism being used is in the grey Richard Steiff bear, a one-off present made personally by Richard and given to his mother-in-law as a gift. This bear has since been replicated and is commonly sold in toy shops to this day.
1906 – The name Teddy Bear is born
From 1906 onwards, the name of the most famous toy in history began being used, the teddy bear. Steiff began rolling out all their bears under this name, after a story of how the then-US president Theodore ‘Teddy’ Roosevelt refused to shoot a tethered bear on a hunting trip.
This change of name only added to the popularity of the bears, making them even better suited for the already booming American market, as well as giving them a unique, marketable name for the European market. 1906 also happened to be the year when Margarete Steiff GmbH became an international trader.
1907 – Steiff manufactured 974,000 teddy bears
1907 was a true landmark year for the company, as they manufactured a total of 974,000 teddy bears to be distributed worldwide. Margarete Steiff GmbH had gone from having four seamstresses and ten outworkers in 1892, to now having 400 staff and 1800 outworkers.
The sharp rise in the popularity of the teddy bear had also been a shock for the Steiff family, as Richard Steiff had conceived the idea and designed the first jointed bear just five years previous. The Steiff name was now global, and Richard had become the driving force behind it.
1908 – Rare coloured bears and dressed bears are introduced
1908 saw the rise of the Steiff collector’s market as a limited range of coloured bears, and bears dressed in a variety of outfits were introduced. This was an early case of limited edition toys being worth more than their standard-line counterparts, an idea which is commonplace in today’s market.
White and red bears were introduced, with bears in pyjamas, cooking aprons and casualwear also making their way onto the international market. It would be a while before the company really began to push this variety again, making the limited edition bears a highly sought-after item.
1909 – The death of Margarete Steiff
Margarete Steiff, founder of Margarete Steiff GmbH and the innovative mind behind stuffed animal toys died from pneumonia in 1909 at the age of 61. It was a bitter blow to the Steiff family, with the business the strongest it had ever been. Steiff’s legacy continues to live on to this day, with buildings and streets named in her honour.
Margarete’s death pushed Richard and her other nephews even further to the forefront of the business. They knew the work could not stop there, even with Margarete’s influence no longer available. The family continued to innovate and create, further expanding the Steiff teddy bear line.
1910 – Introduction of mechanical Steiff toys
Richard saw the next phase in the life of the Steiff teddy bear as being all about movement, and drawing back on the research he had done into the movement of the bears at Stuttgart Zoo, he began to work on the mechanical Steiff bear.
In 1910, attendees at the World Toy Exhibition in Brussels were captivated by Steiff’s moving bear, and its ability to perform a forward roll. Other variations included a bear whose limbs could move with the help of puppet strings attached to a piece of wood. This wouldn’t catch on, but it was a sign of the company’s dedication to innovation.
1912 – Titanic bears
Not everything that Steiff ever put out proved to be a success. Following the sinking of the Titanic in 1912, Steiff, on request from a British toy manufacturer, released a limited selection of black Titanic bears, with the aim of consoling children affected by the awful news.
The bears did not sell well at all, and production was quickly halted, with only 494 of the bears being made. However, as time has gone by, these bears have become coveted by collectors, with their prices going up and up as the years go by. One Titanic bear sold for $27,000 in a recent auction.
1919 – Shortage of supplies
The First World War had been raging since 1914, and with Richard Steiff fighting for the German army, the production of any new Steiff products had taken a back seat. By the end of the war in 1918, access to supplies was at an all-time low, especially in a country which was now severely affected economically.
Once again, Richard had to be innovative, inventing a new range of teddies, known as ‘paper-plush teddy bears’. These bears were stuffed with paper, as the name suggests, and proved a cheaper, more accessible alternative to the Steiff bears of old. However, they lacked the softness and cuddliness of their predecessors.
1925 – Steiff begin using the production line method
The 1920s brought new hope to the Steiff brand, as they began using the now-commonplace production line technique, first pioneered by Henry Ford when making his Model-T cars in America. This involved a member of staff making one aspect of the bear, before passing it on to the person next in the line.
The company returned to their roots during this period, and began working on other animals, such as toy dogs. The production line helped Steiff to produce over half a million of its toy dogs, as well as millions of teddy bears, breathing new life into a company that had shown signs of struggle in the previous years.
1925 – Colored bears are back in fashion
The roaring 20s saw a rejuvenation and surge in popularity for the coloured bear, which hadn’t been in constant production since 1908. Pink and yellow bears became the most popular in Steiff’s range, also adding more items for future collectors to look out for.
Other bears began to enter the range, including clown bears, complete with little hats and props such as plush balls. The Steiff company were really starting to push their unique ranges, as they could see their customers’ interests shifting away from standard brown bears.
1928 to 1930 – Character bears are introduced
A lot of Steiff’s output in the late 1920s and early 1930s was character-driven, with kids wanting a more hands-on playing experience with their teddy bears. Household Steiff names such as Petsy, with his wire-enforced ears, and Dicky Bear, with his coloured paw pads, was introduced.
Steiff also began making inroads into their baby/toddler market, selling Teddy Babies, a more childlike and friendlier-faced selection of bears. These were more palatable to younger children, who were less interested in the bear’s innovative features, and more interested in its softness and cuddleability.
1931 – Steiff partners with Disney
1931 saw another huge, innovative move from Steiff. They partnered with Disney, giving them exclusive license to produce stuffed toy versions of children’s favourite Disney characters. The partnership was a huge success, opening many brands’ eyes to the benefits of cross-industry partnerships.
Movie merchandising is commonplace nowadays, but it wasn’t in the 30s, with the various forms of entertainment media usually seen as separated from the world of physical children’s toys. Steiff’s Disney range is also another catalyst for collector’s fever, becoming a highly sought-after and expensive item to get your hands on.
1947 – World War II recovery period
Steiff was dealt another setback following the outbreak of the Second World War. This had an even greater impact on the German workforce as the severity of the conflict meant that not only were the majority of working-age men away on the battlefields but the country’s infrastructure was threatened by Allied bombing raids.
The Steiff manufacturing facilities remained unharmed, and so began the company’s second recovery period. This time, they managed to come back from adversity better than ever, generating a workforce of over 1000 by 1947, a figure that was to double within five years.
1950 – The Original Teddy is born
The turn of the decade saw a major redesign of Steiff’s flagship teddy bear. The days of the 55 PB were long gone, with new materials and internal structures breathing new life into the company’s main product. Thus, the Original Teddy was born, and is worth a fair bit if you can get your hands on one.
The Original Teddy was almost regarded as a rebirth of the company, after experiencing a turbulent few years, for obvious reasons. It further cemented Steiff as the top company in the world of teddy bears, proving that their days of innovation were not past them.
1951 – Zotty and Mecki are introduced
Still realizing the benefits of brand partnerships, Steiff teamed up with the German TV magazine, Hörzu, to produce toy versions of their hedgehog mascot, Mecki. The little hedgehog doll took the world by storm, selling in great numbers and further publicizing Hörzu, in a win-win situation for both parties.
Steiff also released Zotty in 1951, a teddy that would go on to become a fan and collector’s favourite in years to come. Steiff would continue to produce even more character bears during the 1950s, as it quickly became apparent that buyers were eager to own entire Steiff families.
1956 – New materials become available
In the mid-1950s, new materials such as Dralon became readily available, allowing the manufacturers of Steiff Bears to expand their lines even further. This included the introduction of the Cosy Teddy, a fluffier bear with a cute round face, that came shaped ready to hug.
Steiff was finally out of the dark ages of the war, where materials were hard to come by and selling for a grossly inflated price. The company would continue to try and create the world’s cuddliest teddy bears, with new lines using even softer materials still being released to this very day.
1966 – The Original Teddy gets another makeover
Steiff’s classic offering, The Original Teddy, once again went under the knife in 1966, receiving another makeover to keep it fresh going into a new era. The original snout was replaced with a less fluffy heart-shaped cutaway, with Steiff collectors branding it, The Masked Bear.
So-called masked bears still fetch a decent price among collectors, as do any of the modernized, refreshed forms of Steiff teddy bears. The Original Teddy would remain looking the same for a long while, with its 1966 version proving popular among collectors.
1980 – Replicas of the original Steiff bear are introduced
1980 saw Steiff fully acknowledging their history, with replicas of the original 55 PB teddies being released to the public. Its stiff, but moveable joints were recreated, and although it was officially known as Steiff Original Teddy Bear, it was given the affectionate nickname of Papa Bear.
For a company that had been focused solely on moving forward for 78 years, the replicas of the original Steiff bears proved a welcome look back through history, as well as a nice tribute to Richard Steiff and his legacy in the soft toy world.
1984 – Petsy becomes the first washable bear
By the mid-1980s, washing machines were an appliance that the majority of households had access to, which prompted Steiff to release their first-ever machine-washable teddy bear. They chose one of the company’s top-selling bears to be at the forefront of this revolutionary new toy.
Teddy Petsy became the world’s first washable jointed teddy, almost 40 years ago, and it is still a stalwart in Steiff’s range to this day. Steiff says that it would be, “impossible to imagine our range without him.” It’s safe to say that he’s not going anywhere anytime soon.
1989 – British Collector’s Edition released
Steiff collectors were in for a treat in 1989, when the first British Collector’s Edition was first released. It was only made available to the British market, and is still sought after by Steiff collectors to this very day. By the late 1980s, it was becoming clear that unique Steiff bears were worth the money as future assets.
Other bears in the traditional dress of other nations were released shortly after the British Collector’s Edition. These included the Spanish Flamenco bear, a German Lederhosen bear, and the Uncle Sam bear representing the USA. Steif also released a Fruities collection, which included a bear that looked like a tomato.
1992 – The Steiff Club is founded
1992 was a huge year for Steiff teddy bear collectors, as it marked the beginning of the Steiff Club, a place where fans and collectors could come together, share their stories and talk about the magic of the teddy bear. Being a member of the club granted you access to special edition bears and more.
The Steiff Club is still running today, with members receiving a special bear each year, a subscription to the biannual Steiff magazine, early information about upcoming collector’s items, and unlimited access to the Steiff museum in Margarete’s hometown of Giengen, Germany.
1994 – Vintage bears become recognized
By 1994, the value of Steiff bears, especially original ones from the earlier days of the company’s existence, was being recognized. The prices being paid for Steiff bears at auctions around the world reached an all-time high, most notably for a particularly early edition of one of the bears.
A 1904 edition of one of Steiff’s bears, named Teddy Girl sold at auction for a record $165,000, the most anyone had ever paid for a Teddy Bear. It was an eye-opener for many, and no doubt got hundreds of people scouring their attics to try and find their old teddy bears.
2000 – Louis Vuitton bear sells for $2.1 million
At an auction in Monaco in the year 2000, there was a particularly cute product on the market. It was a Louis Vuitton Steiff bear, with diamonds and sapphires in its eyes, along with gold parts dotted around its body. The bear was to become the world’s most expensive teddy bear.
The bear sold for an eye-watering total of $2.1 million to a South Korean buyer. The bear is now being displayed at the Korean Teddy Bear Museum, meaning that it is, thankfully, being held in a safe and secure location.
2002 – The Steiff teddy bear turns 100
The Steiff teddy bear celebrated its 100th birthday in 2002, with attention turning towards how far the company had come in its first century in operation. It had faced two world wars, and lost both of its main driving forces in Margarete and Richard Steiff, but had carried on producing high-quality toys.
The 100-year anniversary celebrations also included a musical that had been written about the birth of the teddy bear. It was called Teddy – A Musical Dream, and while it didn’t win any Tony Awards, the accompanying CD is a great collector’s item.
2004 – Margarete Steiff teddy is released
In 2004, Steiff released a special edition flowery Teddy to honour the life of the company’s founder Margarete Steiff. The teddy was white, with embroidered flowers and a cherry red nose. It was the first time in the company’s history that they had honoured Margarete’s influence in such a way.
The teddy also had a black label rather than the usual yellow and red label, along with the trademark button in the ear. This made it an instant hit with collectors, as well as the fact that it was limited edition and celebrating the life of such an important figure in German history.
2005 – Steiff celebrates its 125th birthday
In 2005, Steiff celebrated the company’s 125th birthday, releasing a special edition Karat teddy bear to honour the occasion. The bear was a beautiful golden brown colour with a unique gold-coloured nose. Steiff also released Charly, a new, smiling, teddy bear in their range.
Steiff also opened its museum in 2005 in the company’s true home of Giengen, Germany. The museum covers 2400 square meters and is dedicated to Steiff memorabilia from the company’s early days to modern times. It is also home to the world’s largest Steiff petting zoo.
2006 – Steiff Summer is held for the first time
2006 saw another opportunity for Steiff fans and collectors to meet up and share their stories at the first Steiff Summer event. The summer party was held at the company’s main campus in Giengen, Germany, and featured a variety of attractions for fans young and old.
The Steiff Summer Festival continues to take place annually in Giengen outside the Steiff Museum, with teddy bear competitions, live performances, and fairground rides being the main attractions.
2012 – Steiff’s Selection Series features never-before-seen materials
Steiff launched its Selection Series in 2012, releasing bears unlike anything the company had released before. These included bears completely covered in sequins, as well as bears with little gems embroidered on them. It was a step away from the bears aimed at young children.
The Selection Series was very much aimed at mature Steiff fans, with the unique patterns and non-cuddly materials making the bears more decorative than playful. The difference in their design made them an instant collector’s hit, and they are still sought after today.
2017 – Cuddly Friends are introduced
Steiff announced their Cuddly Friends range in 2017, a selection of smaller toys which use the softest and most cuddly materials possible. The selection is aimed at the youngest of Steiff fans, including babies and toddlers, creating the cutest range of Steiff products to date.
The animals included in the range are more varied than ever, with the usual selection of bears accompanied by owls, puppies, lambs, elephants, and many more. Steiff has also carried on its 80+ year partnership with Disney, adding Mickey Mouse, Eeyore, Baloo, and many other favourites to the range.
2020 – Steiff becomes sustainable
Always wanting to move with the times, Steiff announced in 2020 that the products they will create will be made from sustainable materials going forward. The brand has committed to environmentally friendly practices going above and beyond the sustainability laws currently in place.
The company outlined that the materials they are using going forward will be fully recyclable and made with minimal use of fossil fuels. In a company statement they reiterated that if Richard Steiff had known about the dangers of the changing environment, he would himself have changed the way that the company produced their bears.
2023 – 118-year-old Steiff bear found at a flea market in Wales
The clamour for Steiff bears still carries on to this day, with bears occasionally making appearances in the most unexpected of places. In August 2023, one lucky shopper found a 118-year-old Steiff bear at a car boot sale in Monmouth, Wales, selling for a mere £130 ($160).
The bear was in great condition, with nobody knowing exactly how a bear of such an age found its way to a Welsh flea market. The bear later sold at auction for £3800 ($4675), further proving that Steiff bears will always hold some sort of value, wherever they may be found.
