Steiff Expands with Apparel

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Crafting high-quality plush since 1880, Steiff, the inventor of the teddy bear, is coming stateside with its  new clothing and accessories collection. Partnering with U.S. rep Mark Jeynes of Little Monsters, the line will include playwear, swimwear and wellness items (SRP $6-$49) for babies up to size 7. “The link to our iconic Teddy is clear throughout the collection,” says Andreas Graf, business unit manager for Steiff Fashion, noting the frequent use of bear motifs in the apparel offerings.

For Spring ’20, the iconic teddy sails out to sea with classic sailor stripes and
nautical embroideries in blue, white and red colorways. Teddy also takes a colorful safari, snapping  photos of fellow Steiff animals. For girls, Steiff has designed a “Bear Cherry” theme that includes dresses and shirts awash with cherries and pink hearts.

After great feedback in Europe last year, Graf is enthusiastic about the company’s next chapter across the pond. “Steiff Fashion is such an exciting journey for us,” he says. “The combination of clothing with our toys will offer a larger world for customers to discover.”