Since 1930, our friends Merrythought in the World Heritage Site of Ironbridge, Shropshire, have been hand-making the finest and most quintessential English Teddy Bears in the country today. The fourth-generation family business, founded by Mr W.G Holmes, started as a diversification from his mohair mill in Yorkshire.

Merrythought's first collection of teddy bears was designed by Florence Atwood, a pattern maker who overcame adversities such as being deaf and unable to speak, to create some of our most iconic designs of all time.

Merrythought are immensely proud of their heritage, even prouder to use the finest materials and traditional craftsmanship to bring each magical Teddy Bear to life.

Merrythought lovingly manufactures Award's own fluffy and fearless friend, Victor the Victory Teddy Bear, and we thought we'd show you how he's made...

First, the trademark nose is sewn on. This is how the bear's acquire their charming personality...

The Victory & Peace 75 Emblem is added...


The sash and medal is added...

The bears begin their journeys to your loving homes...

Get your own Victor the Victory Bear & explore our Victory & Peace 75 collection, curated in honour of the 75th anniversary of Victory & Peace this year, here.