Steiff Shibuya, Flagship Store of Germany's Top Luxury Plush Toy Brand, Celebrates 1st Anniversary

Steiff Shibuya, the Japanese flagship store of Germany's top luxury teddy bear brand "Steiff," operated by MS1880 Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Manabu Nishimoto), will celebrate its 1st anniversary since its relocation and opening in July 2026. To mark this occasion, we will further enhance our proposals for "Special Baby Gifts and Newborn Gifts" that align with contemporary gifting trends.

One Year in Shibuya, the Hub of Trends

Steiff Shibuya relocated and opened in July 2025 from Omotesando to its current location in Shibuya (2-minute walk from Shibuya Station, Shibuya TR Building B1F). Over the past year, we have been patronized by many customers, primarily for gifts for their loved ones.

Especially with the recent spread of digitalization and AI technology, the giver's desire to "convey genuine warmth" has become even stronger. Steiff's baby line, with its world-class safety standards and tradition, is being chosen anew as a "once-in-a-lifetime first toy (newborn gift)" by many parents and their dear friends.

【Store Overview】

Store Name: Steiff Shibuya

Address: Shibuya TR Building B1F, 2-22-16 Shibuya, Shibuya-ku, Tokyo

Business Hours: 11:30 AM - 7:30 PM (Closed: December 31 - January 1)

Official Website: https://www.steiff.co.jp/

Highest Quality Safety for Babies to Interact With from Day One

All Steiff plush toys meet the highest safety standards, containing no harmful substances. The "Friends" series, made from soft, washable materials, and the sophisticated baby clothes and bibs are highly acclaimed as "unique and tasteful newborn gifts."

Heartwarming Gift Experience In-Store to Commemorate the 1st Anniversary

At Steiff Shibuya, in a calm, hideaway-like atmosphere, our expert staff will support you in selecting a special gift tailored to your budget and the recipient's style.

We sincerely look forward to your visit.

To commemorate the 1st anniversary of our relocation and opening, we are distributing stickers to visiting customers.

(Ends when supplies run out)

© Margarete Steiff GmbH 2026

History of Steiff

Steiff and Founder Margarete Steiff.

"When you think of teddy bears, you think of Steiff" - The founder of this world-renowned plush toy brand was a woman named Margarete Steiff (1847-1909), born in 1847 in the small town of Giengen in southern Germany. At the age of one, she contracted polio, which left her right arm and both legs disabled, and she spent her life in a wheelchair.

Margarete's parents raised her to be independent despite her disability, sending her to school and ensuring she mastered sewing. In her twenties, she established "Felt Mail Order Company," the predecessor to Steiff, and began selling women's and children's clothing. In December 1880, Margarete conceived the idea of gifting elephant-shaped toys as Christmas presents for her nieces and nephews. She made a total of eight soft felt elephants filled with the finest wool. These elephant toys, given as toys to children and as pincushions to adult women, were well-received. This marked the birth of the world's first plush toy. The year 1880, which inspired the creation of plush toys, is considered the founding year of Steiff.

The world's first plush toy, the "Elephant Pincushion," made in 1880.

In 1897, Margarete's nephew Richard, who had been helping with the business, proposed to Margarete the creation of a "lifelike bear plush toy." This led to the creation of the world's first teddy bear, the "55PB," a luxurious and elegant plush toy with movable head and limbs, made from the finest materials. The "55PB" caught the eye of an American buyer at a trade fair, and after further refinements, it entered mass production. Around the same time, in America, the popularity of bear plush toys grew alongside the nickname "Teddy" for President Theodore Roosevelt, but counterfeit and inferior products also began to appear. It was then that the idea of attaching a "button to the left ear" to certify Steiff products emerged. This was the beginning of "Button in Ear," the world's oldest trademark, which continues to this day as a mark of the highest quality.

The first teddy bear invented in 1902, "55PB."

The world's oldest trademark, "Button in Ear."

Friends

A label applied to simple designs among standard products intended for children.

Collectors

Collector's items for adults.

White with blue lettering → Applied to standard mohair products.

White with red lettering → Applied to limited editions.

Originals

Unlike Friends, this label is applied to products with realistic and intricate animal designs and joints.

Replica

Replicas of Steiff products from the early 1900s. The tag displays the item number, production year, and serial number. *The ear tag replicates the original from that era, while the tag shown in the image is attached to the body or elsewhere.

*Due to specification changes, the new tag designs above will be progressively implemented on products shipped from 2024 onwards.

European Teddy Bears

In Europe, it is customary to give a teddy bear as a newborn gift. The act of receiving a "genuine" teddy bear, which is durable enough to be a lifelong friend, is considered a status symbol. Among these, Steiff is extremely popular in Europe and America, to the point where it is said, "For newborn gifts, it's Steiff." Founded in Germany in 1880, Steiff, the creator of the world's first teddy bear, has grown into a historical top brand indispensable when discussing teddy bears.

About Steiff Japan / MS1880 Inc.

MS1880 Inc. has been the general agent for Steiff in Japan since 2014, handling the import, wholesale, and retail of Steiff products, as well as store planning and operational consulting. The company name "MS1880" is derived from the initials of founder Margarete Steiff, "M.S.," and the founding year of Steiff, "1880."

【Company Profile】

Company Name: MS1880 Inc.

Representative: Manabu Nishimoto, President and Representative Director

Location: 1F Shibuya TR Building, 2-22-16 Shibuya, Shibuya-ku, Tokyo

URL: https://www.steiff.co.jp/