Hamleys, the finest toy shop in the world is marking National Teddy Bear Day (9th September 2026) and celebrating its 266th birthday with the unveiling of a unique new limited-edition, hand-tailored teddy bear collection created in partnership with Savile Row tailors Cad & The Dandy, and a special shopper survey giving a glimpse into the secret lives of soft toys.
The Ultimate Bear Collection encompasses 10 individual bears each hand-coutured and dressed by some of the world’s leading bespoke tailors. Standing 12 inches high, the bears have each undergone personal fittings with Cad & The Dandy artisans, who selected fabrics, cut patterns and hand-stitched jackets, trousers, shirts and accessories with the same precision used for their adult clients.
The collection showcases ten distinct personalities—from sporty Teddy Fairplay to morning-suited William Everly, the official Hamleys party bear—making it a standout collectible teddy bear range for visitors seeking unique things to do in London with children this summer.
Hamleys sells hundreds of thousands of soft toys and tens of thousands of teddy bears every year across its international store network.
“Everyone loves their teddy – they are important family members,” said Victoria Kay, Head of Buying and Merchandising at Hamleys, who still to this day has her childhood soft toy called Raff.
“This bespoke teddy bear collection is just gloriously stylish and the work and sheer detail that has gone into them is wonderful. I love the finishing in the tiny hems and turnups on the sleeves and trousers; their little shirt collars – they have real character and personality the instant you meet them. I watched some of the tailoring work take place and have been blown away by the passion
and care from the tailors at Cad & the Dandy. We are so very proud of this collaboration and this unique celebration of one of our most important categories over the last 266 years.”
Oliver Mumby, Director at Savile Row’s Cad & the Dandy with stores in London, New York and Stockholm said: “We have loved every minute of the painstaking work to bring these bears together. Yes, the work is fiddly and challenging, but our tailors have adored working on them. They have become much-loved friends and we all have a favourite or two. We are so excited about them going on display in iconic London toy store before they set off on their own adventures.”
The bears will go on display in Hamleys Regent Street In September before setting off on their own individual adventures. Hamleys intends to auction a number in support of children’s charities and others will go off on their travels around the world – as little bears do.
A special Hamleys shopper survey has revealed that soft toys and teddy bears play a major role in the lives of UK families – taking part in many aspects of the everyday.
