The Steiff Story

1847

Margarete Steiff was born
On 24 July 1847, our company founder Margarete was born in Giengen an der Brenz. At the age of 18 months, she suffers from polio. The cheerful Margarete fights for her place in life despite her severe limitations.

1877

The first step towards self-employment
Margarete founds her felt clothing shop and sells successfully self-made garments and household articles. She was soon able to employ a number of seamstresses.

1880

The Elefäntle is created
The official founding date of our Steiff manufactory. Margarete sees the pattern for a small fabric elephant in a fashion journal. She sews the "Elefäntle" according to this pattern. The felt elephant, intended as a pincushion, soon becomes a popular children's toy. The first Steiff catalogue is published soon and shows not only elephants but also monkeys, donkeys, horses, camels, pigs, mice, dogs, cats, rabbits and giraffes.

1893

The Margarete Steiff felt goods factory is founded
On 3 March 1893, the toy factory is registered in the commercial register as "Margarete Steiff, Filzspielwarenfabrik Giengen/Brenz". Our toys are presented for the first time at the Leipzig Toy Fair. Margarete now employs 4 sewers and 10 home workers.

1895

Harrods sells first Steiff products
Our first foreign business relationship with Harrods, London, is established.

1897

Richard Steiff becomes part of the company
Richard Steiff, Margarete's favourite creative nephew, joins the company after attending the School of Applied Arts in Stuttgart and studying in England. His animal sketches are the basis for many of our Steiff creations.

1902

The Teddy Bear is born
Richard Steiff designs the "Bear 55 PB", the world's first plush bear with movable arms and legs. The original. While searching for the right material, Richard finds cuddly mohair plush, produced by the Schulte pile weaving mill in Duisburg. Richard is allowed to present his bear at the Leipzig Toy Fair and it immediately conquers the world. The breakthrough comes when an American dealer discovers the bear and orders 3000 of them. The bear becomes a sales success in the USA.

1903

A new building is being built
The east building, popularly known as the "virgin aquarium", is built in a double glass steel construction. Later, other buildings of this type follow, which are now listed as historic buildings.

1904

"Steiff - Button in Ear" - a trademark is being created
To protect the Steiff animals from imitation, Franz Steiff, Margarete's nephew, develops the trademark, the famous "button in the ear", a trademark that is still protected today. Initially, the button has an elephant on it, but over the years this is replaced by the lettering "Steiff".

1906

The Steiff bear becomes the teddy bear
American President Theodore Roosevelt, whose nickname was "Teddy", played a major role in the success of the Steiff bear and in giving it its name. He refused to shoot a helpless bear tied to a leash during a hunting trip. As a result, he was portrayed by cartoonist Cliffort K. Berryman in the Washington Post along with a small bear. This is the best publicity for our Teddy Bear, the Teddy Boom begins and our Steiff brand achieves worldwide recognition.

1907

Teddy Bear Boom
Steiff produces 1,700,000 toys and 973,999 teddy bears with 400 employees and 1,800 home workers!

1909

Margarete dies
At the age of 61, Margarete Steiff dies on 9 May in the presence of her family as a result of pneumonia. After her death, the company is continued by her nephews and the toy and plush range is further expanded.

1925

Introduction of assembly line production
During the hard war and post-war years, Steiff has to adapt its assortment - cellulose-like materials give rise to the so-called "paper teddy bear", toys made of domestic woods are added to the range.

The Golden Twenties again revive the demand for fabric and plush. Steiff introduces assembly line production to meet the high demand for our products.

1931

First cooperation with Disney
In 1931, the first figures were created together with Disney. A partnership that still continues today.

1947

Der A new start
After the end of the Second World War, Steiff ventures a new start. Just one year later, our company employs almost 1000 people. 5 years later, almost twice as there number of staff.

1951

Mecki the hedgehog conquers the world
The comic figure "Mecki" is produced under licence by Steiff, "Hedgehog Mecki" and teddy bear "Zotty" conquer the world.

1980

100 years of Steiff
On the occasion of the 100th anniversary of the company, our Steiff Museum opens in Giengen. In the same year, we start producing limited edition replicas for collectors and lovers.

1992

The Steiff Club is founded
Our Steiff Club for lovers and collectors of Steiff products was launched on 1 April 1992. Our first subsidiary in the USA, Steiff North America Inc. was founded.

2000

The Year of Charities
World record at a charity auction in benefit of MAP in Monaco in October: € 213,720.00 a Korean collector paid for one of our specially designed Steiff Teddy Bears.

In November, the huge charity in aid of the Red Cross will take place in London. Steiff bears accessorised by Madonna, Shirley Bassey, Charlotte Church and other world stars raised more than £50,000.

In December, a Steiff Bear from 1912 will be auctioned at Christie's in London for €150,212.87.

Also this year, our first Steiff children's collection, manufactured under licence, is launched.

2005

Opening of the phantastic Steiff Museum
On the occasion of the company's 125th anniversary, our new Steiff Museum in Giengen opens its doors. Look forward to animated dream worlds on an area of 2,400 m², exhibition of historical Steiff animals, the world's largest Steiff petting zoo and the largest and longest Steiff snake slide.

2006

First Steiff Summer in Giengen
For the first time, the Steiff Summer will be taking place on our company campus in Giengen - a big summer party that is all about Steiff friends and families and offers lots of fun and excitement for all ages.

2008

Steiff meets Karl Lagerfeld
The legendary style icon Karl Lagerfeld, who was already famous during his lifetime, designed very special Steiff soft toys that quickly went out of stock and became desired rarities for Steiff.

2010

The world's largest Steiff zoo is opened
Our Steiff Museum has one more attraction. Children can ride on life-size tigers, elephants and camels through the exotic jungle landscape or cuddle with impressive gorillas under palm trees.

2018

Steiff receives the Disney Heritage Award
1931 was the first cooperation between Disney and Steiff. Many fascinating soft toys followed. This year we from Steiff receive a very special honour: the Disney Heritage Award. In the same year, we bring the children's collection in-house and design and manufacture it ourselves from now on.

2020

Steiff becomes 140 years
140 years of constantly new product innovations and countless happy children's hearts worldwide. We proudly look back on our history, from the invention of the soft toy to the present day. In the same year, Margarete Steiff is honoured with a place in the famous "Hall of Fame" of the toy industry.

2021

The Year of Storytelling
We are now letting our animals tell their stories in loving books and audio plays. Together with our partners Tonies, DK and Leonine, these wonderful products are coming onto the market and are now also fascinating in this kind of way.

2022

The year of anniversaries
An original celebrates its 120th birthday and this is a special reason to celebrate our Steiff Teddy in 2022. 175 years of Margarete and 145 of Richard stand for themselves. And the Steiff Club can also look back on 30 years.