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Steiff: The Company That Invented the World’s Favorite Toy Declares 2022 as “The Year of the Teddy Bear”

In celebration of the 120th Anniversary of the world’s favorite toy, legendary plush brand Steiff has declared 2022 as “The Year of the Teddy Bear.”

After nearly two years of the pandemic, there’s never been a better time to give a Teddy bear a hug, so this is the perfect opportunity for retailers everywhere to make Steiff products the centerpiece of their plush business.

“Teddy bears are frequently lifetime companions for their owners,” said Jim Pitocco, President of Steiff North America. “They become a best friend that has experienced a child's milestones at every age and stage of their life. The varying emotions that come with such a significant role is something we feel honored to be a part of.”  

During the company’s year-long celebration, several new Teddy bears, animals, and famous licensed characters are making their debut through a series of consumer contests, social media campaigns, and special events.

“This is an exciting time for Steiff and for our retailers,” said Pitocco. “We are continuing our long-term partnership with Disney, our affordably priced ‘Soft Cuddly Friends’ line remains a tremendous success, and we have collaborated with iconic brands Neiman Marcus and Marc Jacobs to create unique products that appeal to young, fashion-forward collectors. The breadth of our line allows us to offer items that appeal to all kinds of consumers.”

Pitocco says that the company’s repositioning as a toy brand in 2018 was a turning point for the business, crediting their Soft Cuddly Friends line as a true breakthrough.

“Along with our unique partnerships with popular street brands and our commitment to creative collaborations, we’ve been able to live up to our proud legacy while remaining innovative to a whole new generation of Steiff fans,” said Pitocco. “For a company this rich in history, that’s something worth celebrating.”

www.steiffusa.com
b2bportal@steiffusa.com
1-888-978-3433

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