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 on the 1st of 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.
Name: Reginald Ledgerworth
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Personality: Reggie considers himself Head of Important Matters at the Savile Row Bear Atelier, though most of his “work” involves ensuring everyone has tea at exactly the right moment. His desk is always neatly arranged—until a
biscuit breaks and causes what he calls a “crumb crisis.” He loves structure,
lists, and making plans, but his true talent lies in bringing bears together. He has a habit of turning even the smallest idea into a grand “venture,” often
recruiting the others into delightfully unnecessary projects. Despite his serious tone, his eyes always twinkle—he knows deep down that the best outcomes are the ones that end in laughter.
Motto: “Every great deal begins with a shared biscuit.”
Name: Rory Beaumont
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Personality: Rory knows London’s streets like the stitching on his waistcoat, especially if there’s a beautiful vintage Routemaster bus nearby. He can happily spend hours watching the city’s iconic red buses roll past, imagining all the
adventures they’ve been on over the years. Armed with his trusty satchel and notebook, he delights in uncovering hidden corners of London, from tucked away mews to historic landmarks. Every journey, no matter how small,
becomes a grand adventure in Rory’s eyes, and he loves sharing fascinating
stories about the city’s rich history with his fellow bears. Curious, cheerful, and always ready to hop aboard the next adventure, Rory reminds everyone that sometimes the journey is just as magical as the destination.
Motto: “Every great adventure begins with the next stop.”
Name: Sebstian Noir
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image.pngName: Josephine Sinclair
Personality: Josephine sees the atelier as her creative playground. She is endlessly inspired by fabrics, colours, and textures, often adding her own imaginative flourishes to perfectly tailored pieces. She encourages every bear to embrace their individuality, reminding them that style is about joy, not rules. She’s warm, encouraging, and quietly confident, with a knack for making others feel their very best. When she walks into a room, everything feels just a little brighter.
Motto: “Style is joy you can wear.”
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Name: Alistair Bramblecroft
Personality: Alistair brings a breath of countryside calm into the heart of Savile Row. He often opens the windows “for fresh air” (even when it’s not strictly necessary) and tells stories of rolling hills and woodland picnics. He’s gentle, thoughtful, and always ready with a comforting word or a shared snack. The others rely on him to slow things down when life gets busy, reminding them that there’s always time for a pause and a story.
Motto: “Take the scenic route.”
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Name: Jax Mercer
Personality: Jax brings a modern spark to the atelier. He’s always moving, always creating—whether it’s music, dance, or a completely new idea that no one saw coming. He loves mixing the classic with the unexpected, proving that tradition and creativity can go hand in hand. While he might seem a little rebellious, his loyalty to his fellow bears runs deep. He’s the first to lift spirits and the last to leave the party.
Motto: “Make your own rhythm.”
Name: Laurent Devereux
image.pngPersonality: Laurent has mastered the art of gentle living. He moves through the atelier with calm ease, often suggesting a pause for tea in the sunshine (real or imagined). He’s a romantic at heart, seeing beauty in small moments and turning them into something memorable. His stories—usually involving seaside escapes— have a way of transporting everyone, even if only for a little while. He reminds the others that elegance can be soft, warm, and full of life.
Motto: “Savour every moment.”
Name: Teddy Fairplay
image.pngPersonality: Teddy keeps the atelier lively with his boundless energy. He invents games out of anything—spools of thread become goalposts, and measuring tapes turn into finish lines. He believes in fairness, fun, and cheering everyone on, no matter the outcome. His enthusiasm is contagious, often pulling even the most reserved bears into his games. For Teddy, it’s never about winning—it’s about playing together.
Motto: “Play fair, play happy.”
Name: William Everly (in honour of William Hamley)
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Personality: William is the heart of the atelier, quietly ensuring that every moment feels meaningful. He remembers birthdays, plans celebrations, and finds ways to make everyone feel included. With a deep appreciation for tradition and a gentle, thoughtful nature, he carries a sense of history while creating new memories each day. The other bears often look to him when something truly matters—because William always knows just what to do.
Motto: “Celebrate every moment, big or small.”
image.pngName: Percival Thorne
Personality: Percy is the atelier’s thinker and dreamer. He’s often tucked into a cosy corner, sketching ideas or building curious little inventions that occasionally surprise everyone by working perfectly. He notices the smallest details and finds wonder in them, sharing his quiet discoveries with those around him. His gentle imagination adds depth and magic to the group, reminding them that creativity is its own kind of adventure.
Motto: “Wonder is always within reach.”
New shopper survey shows the secret lives of soft toys – teddy bears are key family members with 7 out of 10 taking them on holiday and on days out
