The Year of the Bear

According to the Chinese calendar, 2002 marks the year of the horse. But in the West, it will be the year of the bear — the teddy bear, that is. Back in 1902, President Teddy Roosevelt spared the life of a bear, and "Teddy's bear" was born. In the ensuing 100 years, the stuffed version has become an icon of Western childhood, adored by kids and adults alike. (See page 70 for a short history.)

Of course, neither Roosevelt nor the early teddy bear manufacturers could have foreseen the enduring popularity of that beloved bruin or imagined the array of bear products that would be on the market today. Teddy bears come in all sizes, fabrics, colors, and price points. There are bears with jointed limbs, artist-designed bears, limited-edition bears, and bears with detailed features, to name a few.

Whether you carry collectible lines or incorporate plush pieces into your larger gift selection, the centennial of the teddy bear can be a great opportunity to attract attention to your store. By playing up the history of the teddy bear, focusing on specific pieces, and making creative displays you can create an electricity that will boost traffic and sales.

Like any promotion, however, careful planning is essential. Handled poorly, the teddy bear centennial could turn into an overrated event. At this point, caution seems to be the rule: Even bear-specific retailers we spoke with haven't planned much yet. But now is the time to plan, and because there are so many routes to choose from, you should set a specific course that's right for you.

With the economy being what it is, it's not wise to buy every centennial bear line that will be on the market. For one thing, keep in mind the price points your customers will be willing to pay. Choosing the right product is essential, as retailer Sue Markel of Sue's Bear and Gift House in York, Pennsylvania, pointed out. "I started out selling more collectible handmade bears that sold for three, four, five hundred dollars," she said. "I could not make that work." Instead, she believes that affordable artist-designed bears, such as the Gund bears featured on the cover of this month's issue, are the current trend.

It's the facial expressions of the bears that draw people to a particular line. Whatever you buy, make sure that it's because it's irresistible, not just because it's part of a centennial line. Michelle Bashaw, manager of the Enchanted Forest in New York, commented: "We're very picky. If we're really committed to [a particular bear], people are drawn to it as well." She added that if she liked bears she saw in a centennial collection, she'd buy them, but only because she liked the bears.

Barbara Lauver of Annville, Pennsylvania, emphasized promotions with an educational twist. Lauver has been selling Steiff, vintage bears, and antiques since 1973, first out of her store, the Harper General Store, and now at collector shows. She uses a newsletter and advertising in teddy bear publications to communicate with her clients. "We have found that when we do shows with entertaining or educational presentations, this brings new collectors into the market," she said. "When you take the time to educate your customers, that's a tremendous help."

The historical aspect of the teddy bear is a natural inspiration for promotions. Lauver suggests doing as Roosevelt did when he ran for president in 1904: Hand out little bears made of pipe cleaners. Pull out your Fourth of July decorations early and festoon the store with red, white, and blue. Or place bears in the window carrying signs that read, "Teddy Roosevelt for President." This is a great opportunity to highlight the Americana and vintage-looking merchandise that is so prevalent lately.

Markel's extensive experience with promotions has taught her to emphasize one line at a time. She has held promotions spearheaded by companies like Steiff, Boyd's, and Enesco. She has also created her own promotions centered on one line or encompassing several. She noted that more general promotions seem to be too much for customers to take in.

Dottie Ayers of The Calico Teddy in Baltimore, Maryland, gets even more specific. "Pick one special teddy bear and make it so desirable that they'll come and get it," she said. "You've really got to make it worth their while, because [other retailers] are constantly discounting. Once you get people in, then they'll buy other things."

Displays are another part of promotion, and can be used to tell a story and to cross-merchandise. Michelle Bashaw of the Enchanted Forest said about displays: "You're always looking at texture and methodology. You really have to make sure you have a compatible mix of product. [Bears] work well with wooden puzzles and other elements that create the look of an antique nursery." She noted that occasionally people want to buy all the elements. "It gives people ideas for their own decorating as well."

Sue Markel mixes lines in her displays, because she finds that collectors often have "tunnel vision" about the lines they collect. She incorporates fabric and homemade backdrops into her displays, and includes other products such as candles. "It seems to make us unique in the area, because most stores around us don't do that sort of thing," she explained, adding that her customers often want to purchase the whole setup.

An approach many retailers take is to let customers fall in love with bears on their own. Marlene Schroer owns Passions Art Gallery in Pueblo, Colorado, where she sells artist bears for up to $3,500. "Don't push bears on your customers because you want a sale," she advised. "I let people wander around and whichever catches their attention, that's what they go with. If they want more information on a bear, I'm happy to tell its story. They start to like it more, you show them a picture of the artist, and you've got a sale."

There are very few products in the gift industry that will ever celebrate a centennial. That's why 2002 is a golden opportunity for the specialty retailer who sells plush to take advantage of "Teddy's bear."