Tuesday, 24 August 2010

Teddy Bears' Picnic

The market for children's toys must be one of the most dynamic of what could be called "durables". Normally, any one toy is only likely to be played with by any one child for a couple of years maximum before it's broken or passed on to the younger sibling or the flea market.

But there is one toy brand, which happens to be German that I believe will not just still be going but could well be producing exactly the same models in fifty or even one hundred years time. I wouldn't put a bet on even Lego still being around in 100 years, but I reckon Steiff will still be producing its teddies and other furry creatures.

In the same way that the company itself has longevity and durability, so do its products. Toys from Steiff are very rarely thrown away and will more likely than not find new homes on ebay, often changing hands for hundreds of Euros.

In these days where brands are told that they have to be flexible and adapt to changing circumstances, Steiff is the antithesis. Still a family firm after 130 years, the company continues to be true to the motto coined by the founder: "Only the best is good enough for children".

Sometimes it's good to be steif , or stiff, as a brand.

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