Steiff launches exclusive premium brand for children
The International Toy Fair in Nuremberg saw the launch
of a brand new product range from Margarete Steiff GmbH. The renowned firm presents
"Steiff Selection", a range of articles for babies and children made of very high-quality
materials such as cashmere and merino wool. The first collection, comprising exclusive baby
articles, will be available from Summer 2009 at selected international boutiques.
The cuddly
toys, rattles, musical mobiles and comforters in the collection were designed by a team of
international designers who have reinterpreted the classic Steiff character. All Steiff
Selection products carry a silver-white ear tag and a silver ‘Button in Ear’, and underline
once more the brand’s motto: ‘Only the best is good enough for children’.
“By launching Steiff Selection we’re moving into a market that we have barely explored
until now, and which has a great deal of potential: exclusive, lifestyle-oriented gifts for
children. The Steiff brand has the ability and the opportunity to make the world’s best
products for babies
and children in this segment,” says Martin Frechen, managing director
of Margarete Steiff GmbH.
The cuddly toys, rattles, musical mobiles and comforters in the first Steiff Selection
collection are available in elephant, bear, lamb and hare designs in sand, bleu and pink. They
are made of beautifully soft plush and come with knitted accessories of the finest cashmere.
Prices range from €50 to €120. The collection will be followed in the autumn by high-quality
children’s bags and winter accessories.
