For the Love of Toys: Steiff

Steiff

Richard Steiff introduced the

'button in ear' trademark in 1905

to reduce competition from inferior
knock-offs.

So, why did I choose Steiff as the first toy company to feature in this blog?

First (and this is the main reason) I really, really like Steiff. I have been collecting Steiff toys all of my life and have at least 500 animals from every decade of the company's existence.

Second, Margarete Steiff and her company's history are pretty interesting. She basically invented the stuffed toy as we know it and her nephew brought us the teddy bear. For this reason I think it's fair to say that the world would be missing some pretty great toys if it were not for Margarete Steiff.

Third, Steiff toys are to die for cute. This means there loads of great photos to look at. Below you'll find few of my favorites alongside some interesting facts about Steiff and it's history.

Early History

A replica of the first Steiff pin cushion.
This little elephant was produced in
1930 to commemorate Steiff's first
50 years. This particular toy realized
$950 at Christie's in 2010.

The Steiff story begins in 1880, when dressmaker Margarete Steiff inadvertently invented the first stuffed toy by sewing scraps of felt together into the shape of a tiny elephant. She originally intended to give this elephant, as well as other toys like it, as gifts of appreciation to the families she worked for. But her animals soon became so popular (both as toys and as pin cushions) she and her brother Fritz ended up selling them to customers who were willing to pay.

The cover of the first Steiff toy catalogue,
produced in 1892.

By 1889, Margarete Steiff was mass producing her small toys in her own factory in Geingen am Brenz, Germany. This was quite an accomplishment, considering that she was a woman AND she had to conduct all of her business from a wheelchair (Margarete had polio when she was two). Although her brother Fritz helped out with the finances, Margarete single-handedly managed the design and production of the toys. Guided by the motto – ‘only the best is good enough’ – Margarete insisted that her toys be made from the highest grade felt and be stuffed with lamb’s wool and/or excelsior (fine wood shavings). These expensive materials allowed her to mold the toys into imaginative poses that could endure many hours of play. In 1892, Margarete Steiff published her first catalogue of patented toy animals that included monkeys, elephants, donkeys, pigs, mice, dogs, cats, rabbits, horses and a giraffe.

International Success

A felt Steiff dachshund thought to be

manufactured in 1902. This toy made

$1,781 at the Christie's 2010 auction.

By the early 1900’s, Margarete Steiff’s nephews (the three eldest sons of Fritz) were actively involved in the management of their aunt’s growing business. Paul (the eldest) was responsible for making the patterns and marketing the toys, while Franz oversaw the day-to-day work at the factory and the weaving of the fabrics. These fabrics included mohair (a silk-like material made from the hair of an Angora goat), which gradually replaced the wool felt to make the animals look more realistic.

A replica of one of Richard Steiff's first bears displayed at the Steiff
museum. It is believed that this bear represents the design of the 3,000
bears originally sold to Hermann Berg in 1903.

It was ultimately the work of Margarete's nephew Richard, however, that rocketed Steiff into international fame. In 1902, Richard developed a new line of toys with his aunt's approval that was based on his sketches of animals at the Stuttgart zoo. Unlike Margarete's previous designs, Richard’s animals had jointed limbs and heads, making it possible to pose them in different positions. This series included a popular toy bear that resembled the dancing bears performing in German circuses.

The teddy bear craze originally started
with Clifford Berryman's Washington Post
cartoon of Roosevelt refusing to shoot a

cuddly bear cub.

1902 was also the year that US president Teddy Roosevelt made headlines for sparing a bear cub on a hunting trip. Clifford Berryman famously depicted this event in a cartoon with Roosevelt refusing to shoot a cuddly baby bear. The story and the cartoon quickly captured America's imagination, resulting in Berryman including bear cubs in all his cartoons of the president. Shortly thereafter, American toy buyer Hermann Berg saw a potential for bear toys in the US market and placed an order for 3,000 of Richard's jointed bears at the 1903 Leipzig Toy Fair.

A picture of Margaret Steiff in
1908 with an early dressed bear.

By 1906, the United States and England were in the full throes of 'Teddy's bear' fever. Although other manufacturers were also producing toy bears by then, only those by Steiff had the patented joint mechanism that customers loved. In 1907, Steiff produced and sold a record 975,000 bears. In 1908, Steiff expanded their product range to offer bears for every taste and budget. By 1909, customers could choose from red bears and blue bears, puppet bears and muzzle bears, bears that wore clothes and bears that could do somersaults.

This is "Elliott", a blue Steiff bear
that sold for approximately
$75,000 at Christie's in 1993.

Despite their fanciful clothes and colors, Steiff's early bears fundamentally resembled real bears, with long arms, an extended snout and a prominent hump on their backs. While Steiff's bears would become increasingly friendly over the years, the fat and cuddly teddy bear that we know and love today didn't really come into existence until the early 1950's. The transformation of the teddy bear is a fascinating story in its own right, deserving its own future "For the Love of Toys" blog post.

This 1920's Molly dog on a
cushionsold for $1,175 at the
Christie's 2010 auction.

Teddy Bears were not the only reason for Steiff's international success. In 1910, the company was awarded the Grand Prix at the World Exhibition in Brussels for its fantastic showpiece display of the best of their product line. By this time, Steiff's catalogue included most zoo animals, a complete circus and an entire working farm. Throughout the teens and 20's, Steiff also produced a diverse range of cats and dogs that were always extremely popular. Case in point was their little dog "Molly", who created her own toy craze when she was first introduced in 1925.

1945 - to the present

Mecki and his wife Micki, with their children Mucki (the girl)

and Macki (the boy)

Although World War II severely limited Steiff's production, the company continued to manufacture toys until the Nazis took over the factory in 1943 to produce military clothing. When the war ended in 1945, very little was left of the original company. This meant Steiff had to start from scratch with an entirely new product range. This range included a series of cuddlier teddy bears (with shorter limbs and bigger heads) as well as new character toys with rubber heads and hands. The most famous of these was the Mecki doll, based on the hedgehog character created by Ferdinad Diehl. Mecki and his family created such a sensation, they too deserve a blog post of their own.

A spider, bat, snail and lizard produced by Steiff in the early 60's.
These four animals realised $1,286 at Christies in 2010.

By the mid 1960's, Steiff was back at peak production with a highly varied range of creatures that included sea horses, bats, spiders and dinosaurs. Steiff’s success came to a halt in the mid-70’s, however, when their trademark mohair animals were no longer competitive against synthetic toys made more cheaply in China.

A selection of Steiff toys made in the 1970's entirely of dralon

Steiff responded to this slump by re-inventing themselves once again with a new line of floppy plush toys made from synthetic fabrics. In the early 1980's, Steiff also introduced a series of limited edition mohair replicas of earlier toys to commemorate their first 100 years. In recognition of this important birthday, Steiff built its own "World of Steiff" museum to chronicle its history and showcase some of its greatest achievements.

Steiff Whitey and Rosie, exclusives

from the 1997 and 98 Steiff festival.

In 1992, Steiff created the Steiff Club for collectors and fans of their toys. For a modest annual fee, members receive a quarterly newsletter, a toy (typically a small mohair bear) and the opportunity to purchase exclusive limited edition pieces. In the summer of 1997, Steiff hosted its first annual Steiff Festival in Geingen, where collectors have further opportunities to buy exclusive toys and bid on historical pieces at a "Steiff-only" toy auction.

Steiff's current product range includes
exotic animals, such as this tarsier.

Steiff’s current product range includes a mixture of mohair and synthetic toys that are still produced exclusively at the Geingen factory. This range features expensive limited edition replicas targeted at adult collectors, as well as cheaper and cuddlier stuffed toys for children. Steiff takes particular pride in their highly diverse product line, which includes both exotic and common animals. Steiff also currently offers a range of children's clothing and baby toys. The company is still privately owned and employs approximately 1,000 workers. In 2011, the company produced over 1.5 million toys, with an annual turnover of 116 million DM. Two-thirds of these sales were from the German market and one-third were from international sales.

What makes Steiff great?

Educational benefits

Stuffed animals play a significant role in children's development. Young children find stuffed toys soothing to hold when they are anxious or tired and Psychologists estimate that 60 percent of all children have formed a strong attachment to a specific comfort toy or blanket by the time they are one year old.

This pajama-clad teddy is

well-suited for teaching children

dressing and bed time routines

Stuffed toys also create opportunities for children to learn and practice new skills. For example, a stuffed toy can be useful in initiating a conversation about feelings or practicing getting dressed.

'Coffee Break' by altipapa

The gender neutrality of stuffed animals additionally encourages boys and girls to play imaginatively together. The fact that Steiff toys are well designed and built to last makes sure that they can withstand all sorts of rough play situations -- including those with food and dirt.

A Steiff octopus, produced in the 90's

The realistic nature of Steiff toys also no doubt teaches children about the animal kingdom. Steiff's diverse range of exotic animals likely increases children's curiosity and knowledge of unusual species.

Entertainment value

The Story of Jocko

Early Steiff pre-button monkey

A key secret to Steiff's success is their ability to produce endearing and entertaining toy personalities. Jocko the chimp is a perfect example of a Steiff personality who has been entertaining fans for over 100 years. Jocko's roots were established in 1892, when Margarete designed several small monkeys made largely of felt. These toys were the most popular in the Steiff catalogue, despite their primitive workmanship.

This 1905 Steiff monkey sold for
$1,187 at Christies in 2010.

In 1903, Richard introduced a more realistic looking ape with movable limbs and a furry plush body. Although this fellow was full of charm, it wasn't clear whether he was a monkey or a chimpanzee.

A 1910 Steiff Jocko. This toy sold
for $396 at Christies in 2010.

In 1909, Steiff introduced an ape toy named Jocko who was, without question, a chimpanzee. This fellow was far more realistic than earlier Steiff monkeys, but was equally, if not more, charming . Part of his charm was due to his realistic glass eyes that were delicately sewn into raised felt eyelids. This intricate facial construction resulted in no two Jockos looking exactly the same.

A "Record Peter" from the 1950's

By 1912, Steiff was offering Jocko in multiple forms: a Jocko who could somersault, a Jocko marionette, a Jocko glove puppet and a Jocko pull toy. This Jocko on wheels, or "Record Peter" as he was known, was a particular favorite. All record toys had a mechanism inside of them that made their arms and legs move vigorously when they were pulled. This gave them the appearance of working hard to 'move' their carts across the floor. Record Peter's looked so funny when moving his cart, he instantly became one of Steiff's most popular toys.

Character toys

This 1932 Record Micky Mouse
sold for $1,682 at Christie's in
2010.

In the early 1900's, Steiff also started producing character toys based on popular figures such as Buster Brown, the Katzenjammer Kids and Felix the Cat. In 1930, Steiff collaborated with Walt Disney to produce Mickey Mouse, who helped boost the company's sales during the Great Depression. After the war, Steiff continued to produced Disney characters, as well as other popular fictional figures like Ferdinad Diehl's lovable Mecki. Fictional characters in Steiff's current catalogue include Sooty the Bear and Dorothy from the Wizard of Oz.

Toys that entertain

The bespeckled Mister Bunny Rabbit
on the Captain Kagaroo show was a
Steiff glove puppet.

Steiff toys have played important supporting roles on a number of popular children's television shows over the years. For example, both Mister Rogers and Captain Kangaroo used Steiff puppets in the shows that aired in the 50's, 60's and 70's. Dare Wright also chose Steiff bears as companions for Edith in her "Lonely Doll" book series.

Edith, the 'lonely doll' seated with a Steiff Jackie, waiting for the rain to stop.

Since 1911, Steiff toys have also been entertaining children through large mechanical showpiece displays that appear in department stores around Christmas or Easter. The primary aim of these showpieces is to attract customers and promote Steiff's current range. Stores can either borrow a small showpiece for their shop window or commission a larger showpiece for a very special event.

The animals in these showpieces are typically arranged in funny situations where they are working and playing together. Below is a video of the Steiff 2011 Weihnachtszuaber display at the Galeria Kaufhauf in Munich, Germany.

Cool factor

The adult toy market

A leather Steiff from the current
"Enchanted" collection made for
adults.

There is no question that adults love Steiff toys as much as children do. Kids love them because they are cute and cuddly, but adults love them because they are attractive and well-made.

This 1906 set of Steiff skittles sold for $11,2004 at

Christie's in 2003.

Steiff started marketing their toys to adults in the mid 80's, when antique Steiff animals started achieving high prices at auction. Already in 1986, a perfect set of Steiff skittles went for the record price of $11,000 at a small Connecticut estate sale.

Steiff created this limited edition circus train for adult collectors in the
mid-80's. This particular train was sold at Christies in 2002 for $1,647
in 2002.

As antique toy values steadily increased, Steiff speculated that some adults might be willing to pay a premium for a new toys that had the potential to increase in value. Steiff therefore issued several expensive, limited edition toys based on historically important designs. By the end of the 1980's, more than 30% of the Steiff product line was purchased by adults for adults.

Steiff at auction

This one of a kind Louis Vuitton Steiff
bear made headlines when it realised
$191,000 at auction in 2000.

Throughout the 90's and early 2000's, auction prices for Steiff toys continued to rise. In 1994, a record price of $170,000 was paid for a large 1904 teddy bear at Christie's. In 2000, a brand new, one-of-a-kind Louis Vuitton bear fetched over $190,000 at a charity auction in Monaco.

This 1925 special edition harlequin bear
made over $90,000 when it was sold at
auction in 1999. The final bidder paid
just over $74,000 when it came up for
auction again in 2010.

Prices for antique teddy bears have dipped over the past five years, however. For example, a special edition 1925 harlequin bear sold for approximately $90,000 at the Steiff festival auction in 1999. When it sold again in 2010, it only made $74,000. It is likely that this drop was due in part to the recession, but also due to an increase in the number of bears coming onto the market since the 90's.

Condition, condition, condition!
This 3" Teddy Baby sold for
$11,873 at Christies in 2010.
Similar teddy's in worn condition
can still be found on eBay
for $500 or less.

It should also be kept in mind that not all antique Steiff toys are so expensive. Factors that drive the value of an antique Steiff include its scarcity and condition. Buyers will also pay a premium for a toy's personality. A comparison of two 1930's teddy babies sold at Christie's in 2010 illustrates this point. Both were in perfect condition with their tags and buttons completely in tact. Both were also cute, but one was exceptionally cute. The exceptionally cute bear sold for $11,873, while the second bear sold for $1,979. Similar teddy babies without their button or tag continue to be sold on eBay for $500 or less.

Hot factor

This Steiff meerkat is currently
one of Steiff's best selling toys.

Steiff animals have been responsible for at least three major toy crazes. The first of these was the teddy bear craze between 1903 and 1908. The second was the Molly dog craze that took place from 1925 to 1930. The third was the Mecki craze that took place in the early 1950's.

While Steiff animals are not responsible for any current toy crazes, there are clearly a few best sellers. These include a cuddly toy meerkat and 'Flaps' the baby penguin. Best-selling limited editions include characters from the Wizard of Oz story and and a series of girl bears made of felted mohair.

Timelessness

Old vs. new: A Steiff bear belonging to a woman born in the 1960's reads a book to her son's teddy, produced in the 90's.

Steiff has been producing toys for over 130 years, making it one of the oldest toy companies in existence. Steiff's longevity, along with their toys' high value on the secondary market, has resulted in a growing number of families sharing multigenrational collections between grandparents, parents and children.