Jumping For Joy Over This Funky 1980s Era Steiff Toy Rabbit

You may be really surprised at Steiffgal's latest addition to her hug. This softie recently arrived as part of a large auction lot purchase from overseas. Although he doesn't exactly fit in with the age, materials, and era of most of her vintage to antique button-in-ear collection, there's just something really sweet and appealing about him. As such, he's earned a place on Team Steiffgal, and in her heart as well. Come learn more about this happy hopper produced at a key time in Steiff's business history. 

 

Baby Rabbit is standing, unjointed, and measures 28 cm tall, including his ears. He is made primarily from a vibrant baby blue colored soft plush. His paw pads, chest, muzzle, and the lining of his ears are made from soft white plush. His face comes to life with black button eyes, a black hand embroidered nose, and a spot of pink to highlight his mouth. His squeaker works loud and clear. He left the factory wearing a pink neck bow. Baby Rabbit was made in this size in this color combination, as well as a pink and white version, from 1983 through 1986. The pink version is pictured below on left; the image is from Pfeiffer's Steiff Sortiment 1947-2003. 

 

This super sweet bunny was clearly produced as a toy for children. In terms of "kidproofing," his practically embedded black plastic eyes, lack of a chest tag and button branding (his tag is stitched into the seam of his ear), and washable, synthetic materials set him up for years of cuddles, play, and roughhousing. And his name, and youthful color, (and that of his twin pink sister,) also hint that this pattern may have been intended as a nice baby or baby shower gift.

What's most interesting about Baby Rabbit is the timing and era in which he was produced. The 1980s through the early 1990s were a period of great transition at Steiff. The company was at an important juncture in terms of business, pricing, and design priorities, and the toy industry as a whole was moving quickly in new directions. 

 

Two key market realities of this era were the continued influx of inexpensive toy imports from Asia and the emerging interest (and rise in value) of vintage to antique Steiff bears, animals, and dolls. As a result of all of this, Steiff started, and/or tested, several new initiatives to adapt to these changes. These included offering replicas and special limited editions; creating an ongoing line of Christmas items and ornaments; increasing partnerships with key organizations (like Disney and F.A.O. Schwarz) and other toymakers (like Suzanne Gibson); and launching the Steiff Club in 1992. These strategies were rolled out in part to capture the higher end market and gain new collectors. Here on the left you can see Steiff's very first replica, "Papa" bear, from 1980. He was made in a worldwide edition size of 11,000 and was designed to celebrate the 100th anniversary of the Steiff Company.

Steiffgal thinks that Baby Rabbit, and other simple, lower end soft plush items of his era, were probably designed, produced, and distributed to compete with the Asian exports part of the business equation. 

 

Steiffgal hopes this discussion on the company's 1980s production has you feeling nostalgic, in the best possible way. 

 

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