IMA Wins Creative for Germany's Famous Steiff Teddy Bears

Sep. 27, 2024

Global full-service agency, IMA, has been selected for a creative project with the renowned Steiff Teddy bear brand. The aim of the project is to reposition the brand in physical retail spaces with IMA’s support, emphasising its status as a premium design brand. Key projects such as Selfridges in London, will arrive in September, and FAO Schwarz will play a central role in this effort.

The Steiff experience, set to launch at FAO Schwarz in New York City in October, will focus on the personalisation of selected Teddy bears. For the first time in the brand’s history, it will be possible to personalise the iconic ear tag. This concept will be further developed in collaboration with additional retailers and partners across the United States, the UK, and Europe.

The global rollout ensures relevancy in different markets, as each flagship will have its own unique space and bold colour palette, featuring bespoke fittings and bears, immersive product displays and dedicated areas to discover each product line at Steiff.

Steiff was founded in Germany in 1880 by seamstress Margarete Steiff. The world’s first factory-produced Teddy bear is still made in southern Germany, where the details are hand-stitched and each bear is individually quality-tested. There is even a museum in its honour, based in Giengen.

Stefanie Wiesneth, Chief Marketing Officer at Steiff, said:

" The expertise of Steiff in the field of plush toys is unparalleled. The brand has always been synonymous with quality, attention to detail, and a distinctive design. With the help of IMA, we want to bring our brand to life in a way that allows people to experience all of this – in the most authentic, yet in an always surprising way."

 

Rick Hulme, Retail Business Director at IMA, said:

“We are very proud to be working with Steiff at this turning point in their proud history. Steiff bears mean so much to so many generations of soft toy lovers, and we look forward to taking that personal connection to the next level with our new global brand experience.”