Steiff unveils new baby collection for U.S.
By Tanya K. Merritte -- Kids Today, 3/1/2006
New York— Plush manufacturer Steiff has created a line of baby items designed with American tastes in mind. The company debuted the line at Toy Fair last month.
The line is composed of 14 SKUs and features baby versions of animals such as bears, dogs, elephants and ducks, each with Steiff's famous button in its left ear. The toys are washable and feature computer-generated eyes, as opposed to the hard eyes found on plush items designed for older kids. Retail prices for the baby line range between $10 and $30.
Rebekah Kaufman, marketing manager of Steiff, noted that this is not Steiff's first baby line. The German manufacturer produces a collection of baby toys that features European styling such as bold colors. The toys also tend to be made of rougher fabrics. Kaufman said the line never caught fire stateside. "Bright red and terry cloth doesn't work here," she said.
Parents in the United States tend to favor traditional "baby" shades, such as soft blues and pinks, Kaufman added. The U.S. line is also made of soft plush, another American preference.
"We are excited that we were able to take existing Steiff patterns and transform them into toys for babies for the U.S. market with the use of soft colors, materials and construction," Kaufman said. "We will still offer a few pieces (from the first line) for those who want a more European nursery. (But) instead of being 100% of our baby line, it's now 10%."
Kaufman said the new line will begin shipping in June or July. Steiff is looking to place the collection in baby stores, boutiques, gift shops, specialty stores and higher-end department stores. "This is not a mass product," she added.
Steiff plans to show the baby line again during the summer gift shows in Atlanta, Dallas and Los Angeles.
Steiff's new baby line of plush begins shipping this summer.
