In celebration of the 120th Anniversary of the world ’ s favorite toy , legendary plush brand Steiff has declared 2022 as “ The Year of the Teddy Bear .” After nearly two years of the pandemic , there ’ s never been a better time to give a Teddy bear a hug , so this is the perfect opportunity for retailers everywhere to make Steiff products the centerpiece of their plush business . “ Teddy bears are frequently lifetime companions for their owners ,” said Jim Pitocco , President of Steiff North America . “ They become a best friend that has experienced a child ’ s milestones at every age and stage of their life . The varying emotions that come with such a significant role is something we feel honored to be a part of .” During the company ’ s year-long celebration , several new Teddy bears , animals , and famous licensed characters are making their debut through a series of consumer contests , social media campaigns , and special events .
“ This is an exciting time for Steiff and for our retailers ,” said Pitocco . “ We are continuing our longterm partnership with Disney , our affordably priced ‘ Soft Cuddly Friends ’ line remains a tremendous success , and we have collaborated with iconic brands Neiman Marcus and Marc Jacobs to create unique products that appeal to young , fashion-forward collectors . The breadth of our line allows us to offer items that appeal to all kinds of consumers .” Pitocco says that the company ’ s repositioning as a toy brand in 2018 was a turning point for the business , crediting their Soft Cuddly Friends line as a true breakthrough . “ Along with our unique partnerships with popular street brands and our commitment to creative collaborations , we ’ ve been able to live up to our proud legacy while remaining innovative to a whole new generation of Steiff fans ,” said Pitocco . “ For a company this rich in history , that ’ s something worth celebrating .”
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