Joseph Grizzly bear 35cm

140 years of Friends for Life Fabric animals as toys? A new era in children’s toys...

When the first little elephant from Margarete Steiff’s workshop was sold in 1880, this paved the way for a new worldwide phenomenon – soft toys made of plush. This was the stuff of countless children’s dreams, with these toy animals playing a central role in their imaginations. As well as being invitingly cuddly, they act as companions, comforters and a constant source of ideas.

Since then, millions of friends for life have made the journey from the Swabian town of Giengen to new homes all over the world. They live their own personal stories and create lasting memories. They are loved, cherished, occasional forgotten, found again, collected and inherited. We are marking the anniversary year 2020 with our 140th Anniversary Collection: all of the anniversary toys come in a limited edition of 1,880 and bear the special elephant logo “140 years of Steiff”.

Joseph Grizzly bear looks like he comes straight out of the deep forests of Canada: his inimitable personality is shaped by his long, powerful body and deep brown coat of finest mohair, not to mention his sonorous growler and distinctively printed soles and paws. His gold-plated “Button in Ear” is worn with pride together with a large “Elefäntle” pendant marking the 140th Anniversary Collection.