Ravensburger acquires majority stake in Steiff toy company

The German toy company Ravensburger is set to acquire a majority stake of 60% in the renowned plush toy manufacturer Steiff. The deal, announced jointly by both companies, will see the "button in ear" brand come under Ravensburger's management, though Steiff will continue to operate independently.

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Our founder Otto Maier was inspired by the idea of developing toys for the brain, hand, and heart. Steiff, in particular, stands for the heart.

This strategic move intertwines two of Germany's most recognizable toy brands. Ravensburger, known for board games, puzzles, and educational toys like "Tiptoi" and "GraviTrax," is now joining forces with Steiff, the inventor of the teddy bear with over 140 years of history. The acquisition is intended to secure a long-term future for the traditional Steiff company.

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For us, it was crucial to place Steiff in responsible entrepreneurial hands that understand and respect the brand, its values, and its history.

"Our founder Otto Maier was inspired by the idea of developing toys for the brain, hand, and heart. Steiff, in particular, stands for the heart," said Ravensburger CEO Clemens Maier, emphasizing the emotional strength of the Steiff brand. Frederik Reimann, managing director of the Steiff Beteiligungsgesellschaft, stated the family's priority was to place Steiff in responsible hands that understand and respect its values and history, finding that alignment with Ravensburger.

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Ravensburger stands for exactly this attitude like hardly any other company.

Steiff CEO Frank Rheinboldt added that the partnership would create a framework to leverage international potential and combine tradition with new impulses. However, the announcement comes as Ravensburger navigates economic challenges. After a record revenue of 790 million euros in 2024, driven by the "Disney Lorcana" trading card game, revenue fell to 742 million euros in 2025. The company cited a cooling of the trading card hype and rising costs across the value chain, prompting plans to streamline structures and reduce costs, including job cuts.

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The partnership creates the framework to specifically leverage international potential and combine tradition with new impulses.