Steiff
Steiff is a German company from Giengen, making plush toys since 1880 and known as the inventor of the teddy bear. Under its name, a licensed childrenswear collection offers baby and kids' clothing.
| Founded | 1880 |
|---|---|
| Headquarters | Giengen, Germany |
| Company | Margarete Steiff GmbH |
| Childrenswear licensee (from 2009) | Josef Kanz GmbH & Co KG |
| Website | steiff.com |
What is Steiff?
Steiff, operated by Margarete Steiff GmbH in Giengen, Germany, is best known for its plush toys and is credited with inventing the teddy bear. The brand has extended its name into children's fashion through the Steiff Kids clothing collection.
History
Steiff has been making plush toys since 1880. In 2009, the licence for the Steiff Kids collection passed to Josef Kanz GmbH & Co KG of Neufra, which took over both production and sales from the previous licensee.
Products and positioning
At the time of the 2009 licence change, the collection covered around 350 styles across children's clothing, day and night wear, newborn items and baby articles. Later collections have included:
- Playwear and swimwear for babies and children
- Nautical designs with sailor stripes
- Safari themes featuring Steiff animals
- Girls' dresses and shirts
Distribution
The clothing is sold through children's fashion retailers in Europe, and in 2019 the apparel line was launched in the United States.
Why it matters
Steiff is a clear example of a heritage toy brand using licensing to enter childrenswear, turning its well-known animal characters into a recognisable clothing line for babies and young children.
Frequently asked questions
Does Steiff make children's clothing?
Yes. Steiff licenses its name for the Steiff Kids collection, which includes baby clothing, playwear, nightwear and swimwear.
Where is Steiff from?
Steiff is a German company based in Giengen, and it has been making plush toys since 1880.