Sunday, June 21, 2015

Steiff's Window Display Guidelines From The Late 1950's

It's hard to argue that it's "the more the merrier" when it comes to Steiff.  Our sweet mohair friends from Giengen certainly look their finest when grouped with others.  Their gatherings always seem to say, "Let the fun begin!"  Recently, Steiffgal purchased a vintage Steiff catalog from 1957-58.  The front of this great piece of ephemera is pictured here on the left. In addition to the delightful illustrations and interesting product descriptions, this particular reference also included two groupings of specific presentation guidelines for storekeepers.   Let's take a look at these recommendations.  Is this the way you display your Steiff treasures as well?

Taking things by the book, the first group of helpful hints were....

Window Decoration and General Display of Steiff Animals

Steiff animals lend themselves most formidably in the creation of countless display motives e.g. circus, zoo, barnyard, meadow, etc. * A cleverly designed display will attract the passerby. * You too can center your whole display around one of these popular motives. * Whenever it is possible, please acquaint the buying public with the vast Steiff assortment.  Make your display as neat as possible, for the first impression of the product you are displaying should be a favorable one. * The public will buy Steiff products in the store showing the largest selection. * The collectors, constantly on the prowl for new species in the Steiff line will single out the store exhibiting the greatest variety. * Steiff animals should be on display constantly. Should space problems however not permit disposal of an entire window, group your Steiff animals together and do not scatter them individually all over the window.  * When arranging a display large or small make certain that you have a Steiff sign (see next page), to place in the center of your animal group.

And the second group were...

Helpful Hints in Selling Steiff Animals

After unpacking:
1.  Straighten ears. Face animal, place both thumbs in the ear and bring them into the correct position.
2.  Straighten ribbon or collar.  Ribbon or collar should not be twisted and the name tag denoting the animal should always be in front center.
3. Brush the animal. Brush the animal against the grain with a coarse brush to give it the "Natural Look."

The display:
Steiff animals look lost and forlorn if placed singly and amidst other toys.  Place them in groups or families, and whenever possible use a Steiff sign with your display.  

If showcases are available use same, for your Steiff animals look even more lifelike when displayed under or behind glass. The bigger your assortment the bigger your potential sales volume.  

Your importer of Steiff toys will assist you further with any display and advertising problem you may have, concerning the Steiff product.  

Please remember that many of your customers are "Steiff collectors" and would like to see the best possible variety in your store.  They also want to be kept abreast of "What is new in the Steiff animal kingdom." 

It is interesting to note that in both sets of display tips, the use of a Steiff sign was mentioned. And in the photographs associated with the second set, one was featured in all of the vignettes. Here on the left, you can see a close up of this sign from the late 1950's. It measures 12 cm wide and 8 cm tall. It is oval in shape and is made from cardboard. The front face is black velvet. The letters and logo are dimensionally printed in red. The sign stands via a small cardboard easel on the back. Steiffgal keeps this example in with a collection of 1950's era dogs and it indeed adds an interesting focal point to the display.

Steiffgal hopes this review of vintage Steiff presentation guidelines has brought a touch of order to you day!

Have a question about one of your Steiff treasures? Let's talk! Click here to learn more. 

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