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Ravensburger to acquire majority stake in iconic teddy bear maker Steiff
🇦🇹 Austria /Economy & Trade

Ravensburger to acquire majority stake in iconic teddy bear maker Steiff

From Die Presse · () German

Translated from German, summarized and contextualized by DistantNews.

At a glance

News Official statement New plan
  • German toy maker Ravensburger will acquire a 60% stake in the traditional plush toy manufacturer Steiff.
  • The acquisition aims to secure Steiff's long-term future and leverage international potential by combining tradition with new impulses.
  • Ravensburger faces economic headwinds, including a recent revenue decline after a record year, prompting cost-saving measures.

German toy giants Ravensburger and Steiff are set to intertwine their legacies, with Ravensburger acquiring a 60% majority stake in the iconic plush toy maker Steiff. The deal, announced jointly by both companies, will see Ravensburger take control of the "button in ear" brand, renowned for its teddy bears and high-quality plush toys for over 140 years.

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

— Clemens MaierRavensburger CEO Clemens Maier explained the rationale behind the acquisition, emphasizing the emotional connection to the Steiff brand.

Steiff will continue to operate independently, with the Steiff family, represented by the founding Margarete Steiff's heirs, selling the stake through their investment company. This move is intended to secure a long-term future for the traditional company, with the family emphasizing their desire to place Steiff in responsible hands that respect its brand, values, and history. Ravensburger, known for its board games, puzzles, and educational toys, was seen as a fitting partner.

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

— Frederik ReimannFrederik Reimann, managing director of the Steiff investment company, stated the family's criteria for a new owner.

Clemens Maier, Ravensburger's CEO, highlighted the emotional strength of the Steiff brand, aligning it with his company's founder's vision of developing toys for "brain, hand, and heart." Steiff's products have been a part of childhood for generations, and the partnership aims to connect tradition with new impulses, particularly in utilizing international potential.

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

— Frederik ReimannFrederik Reimann expressed confidence in Ravensburger as the right partner for Steiff.

The acquisition comes as Ravensburger navigates economic challenges. After a record year in 2024 driven by the "Disney Lorcana" card game, revenues dipped in 2025. The company is also facing increased cost pressures across its value chain and has announced plans for structural adjustments and cost reductions, including job cuts. The deal is subject to regulatory approval.

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

— Frank RheinboldtSteiff CEO Frank Rheinboldt commented on the future prospects of the collaboration.
DistantNews Editorial

Originally published by Die Presse in German. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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