Steiff is a German toy manufacturer founded in 1880 by Margarete Steiff in Giengen an der Brenz, Germany, where the company maintains its headquarters and factory to this day. Steiff is credited with creating the first stuffed toy bear with movable limbs in 1902, designed by Margarete's nephew Richard Steiff, which became the prototype for the teddy bear. The Steiff company remains family-influenced and is privately held.
Steiff products are identified by the trademark Button in Ear, a small metal button affixed to each toy's ear since 1904, making it one of the oldest brand identifiers in the toy industry. The button is accompanied by a cloth tag whose color indicates the product line: yellow for standard production, white for limited editions, and white with red for replicas of historic designs. Steiff produces stuffed animals, teddy bears, dolls, children's clothing, and baby products.
The brand's collector segment is a significant part of its business. Steiff produces annual limited-edition bears and animals targeted at adult collectors, often crafted from mohair, alpaca, or other premium natural fibers and featuring hand-stitched detailing and glass eyes. Vintage Steiff bears and limited editions command substantial prices at auction, with rare early examples selling for hundreds of thousands of dollars. The brand collaborates with fashion designers, luxury brands, and cultural institutions on special editions.
Steiff operates its own museum and experience center, the Steiff Museum, at its Giengen headquarters. Products are sold through Steiff flagship stores, the brand's e-commerce platform, premium toy retailers, department stores, and authorized dealers worldwide. The company's combination of over 140 years of continuous production, consistent quality standards, and the recognizable Button in Ear make Steiff a cornerstone of the luxury collectibles market.