Steiff Plush Bear With Child
Steiff Plush To Garner Focus
Soft toy company Steiff arrives at TFWA Cannes this year armed with new ranges in its Steiff plush portfolio and a unique selling point for prospective buyers. Established in 1880, the German-based company says one of its key USPs is producing customizable items for its customers, which it already offers to airline clients including Lufthansa, ANA and JAL. “We have [had] a very good partnership with both Lufthansa and Heinemann for years, since our German heritage connects us,” said Ken Wakatsuki, Head of Sales Asia Pacific and Global Travel Retail. “We are obviously delighted with these listings and some other existing ones, but this year at Cannes we are looking to add additional airlines and sales points in duty free shops across the world.”
The Focus on Children and Steiff Plush
While Steiff offers a range of collectable bears that appeal to adults, its main focus in travel retail is on children’s plush, with each bear or character sold often turning into a child’s life-long companion. New additions this year include The Hello Baby Range for newborn babies, Soft Cuddly Friends range, My Bearly and Pink Dangling Flamingo. The Hello Baby Range includes Hello Baby Lea/Hello Baby Levi products such as Teddy Bear in a gift box – a great gift for a new family; Teddy Bear Comforter in a gift box – to comfort a young baby; and Teddy Bear Grip Toy with Rattle in a gift box for fun and entertainment. Designed for young children, the Soft Cuddly Friends range features a variety of different plush animals that can be enjoyed by adults and children alike. My Bearly is described as ‘a beautiful brown bear that would make the ideal companion for any child’, while Pinky Dangling Flamingo adds plush with a different animal twist.
The Untapped Steiff Plush Market
Alongside the new collections, Steiff will also present more classic pieces: items at higher price points that are ideal for collectors or as a special or personal gift. Customers can distinguish Steiff’s assortment through its ‘Button in Ear’ trademark, with yellow indicating current ranges, white denoting a limited edition, and white with black writing for limited edition replica designs. “Travel retailers can really benefit from incremental sales from plush and both our children’s and collectable ranges can create a compelling offer from a relatively small footprint,” said Wakatsuki. “We feel strongly that there is still huge potential for retailers to develop the children’s offer in-store and plush is a universal favorite for all ages and all nationalities. “Authenticity, quality and safety are paramount, of course, and every Steiff plush piece offers the very best of all these requirements with craftsmanship that is second to none.”