Merrythoughts Innovative Cheeky Bear

Merrythoughts most distinctive, and possibly most popular design is the highly collectable 'Cheeky' bear range, which first appeared in Merrythought's 1957 catalogue. It is said that in 1956 a young lady commented on this new Merrythought bear at a tradeshow - what a cheeky bear! and that is how Cheeky got his name. That young lady was HRH Queen Elizabeth II.
It's the  smile that gives a Cheeky such a mischievous look and since the 1956 British Toy Fair the public have taken these cute little mouse like Merrythought bears into their homes and hearts.

The main features of these Cheeky bears is the pointed velveteen muzzle, the amber safety eyes with black pupils (made of plastic or glass), the unusual large oversized round head that look too big for their body (which are stuffed with kapok), the rounded ears on the side of the bears head which contain a bell in each ear and of course that unmistakable Cheeky smile (impish grin!).They were made in a variety of sizes from 8" tall up to a massive 26". 

The original cheeky bear was  produced in gold mohair with a fine beige artificial silk plush. Then in the early 1960's a nylon plush was used that gave them a sheepskin look in a whole range of pastel and traditional colours. Most Cheeky Bears are  five way jointed however there are some fixed limb examples; where the body was made of cotton fabric to look as if the bear was dressed. One of the most notable examples dressed in red and blue of the fixed limb Cheeky is that famous couple Mr & Mrs Twisty Cheeky; who are also bendable.

Initially for a few years, Merrythought put a button in the ear of it's teddy bears produced before WWII. It had almost the same shape as those used by Chad Valley, but with a yellow wishbone logo and the words 'Hygienic - Merrythought - Toys'. The button was usually located in the left ear, but sometimes on the back of the bear. During the same period, an embroidered, woven label was also used with the words 'Merrythought Hygenic Toys Made in England'.
A woven label with overprint with the words 'Merrythought Ironbridge Shrops Made In England' was used from 1957 till 1991. Then from 1992 until 2006 a embroidered, woven label with the words 'Merrythought Ironbridge Shropshire Made In England' was used.

Early Merrythought Cheeky bears have a white woven label with overprint with the wording Merrythought Ironbridge Shropshire Made in England, also often with REGD DESIGN. Merrythought then introduced a yellow printed label during the late 1950's. The yellow printed label was used up until the early 1990's when it was replaced with a yellow woven label.The label on Cheeky bears is always placed on the right foot pad and is rectangular in shape.

Even though Cheeky Bears are relatively new to the teddy bear world, be prepared to pay well over £200 for a yellow label 1960/70's bear in good condition and more for a coloured, large or unusual Cheeky. If you are lucky enough to find a white label Cheeky bear then expect to pay even more.

It was the Cheeky Bears charm that made them collectable, but with the closure of the Merrythought Factory in November 2006 there has been a frenzy of collecting activity. Richmere believes this activity will calm down. But the popularity of Merrythought Cheeky bears will continue and these fun bears will only increase in collectability over time as more people discover these cute desirable bears.