Looking at storytelling, fashion iconography, pop culture, trends, identity, and ideas of romance I explored meaning, memory, and the cultural role of plush animals for young women (not girls) using the Girl on the street network.

1. What Stuffed Animals Mean to
Girls All Over the World…
An In-depth Look at Plush
Contact
Chauncey Zalkin
Chauncey@girlonthestreet.com
718.622.9557 / 917.596.7659
Confidential and Proprietary
© 2004 Girl-on-the-street ®

2. Table of Contents
Overview
In Art
The Language of Fashion
Emotional Resonance – Girls Stories
Kindergarten Nostalgia – Fashion Part II
The Landscape Cross-Category
Cultural Observations & Perspectives
Spotted
Feedback on Pink
2

3. Overview
I surveyed 32 young women around the world about their relationship and history
with stuffed animals, collecting pictures of stuffed animals that remain part of their
lives whether they be on beds, piled on chairs, or tucked away in closets. I went
out on the streets of New York and observed the way plush and childhood
references fit into the urban landscape, from store windows to a teddy bear strewn
empty lot, to a ubiquitous kindergarten trend that permeates fashion, media,
design, and merchandising.
I interviewed people on the street knocking on one woman’s storefront who
designed sophisticated one-of-a-kind stuffed animals (made for adults) until she
met video director, Michael Gondry (Eternal Sunshine of the Spotless Mind) and
began creating entire knit doll worlds for animated music videos. I found another
woman on the street doing an art project with a childhood doll that she brought to
NY to fulfill “both of their dreams”.
From kooky, to cutting edge, to corny, to high glamour - this survey runs the gamut
to show all the ways women –and sometimes grown up boys –incorporate
childhood toys into their adult lives.
3

4. Art

5. Stuffed animal art
and music video entirely
knit by hand
“Tom Loves NYC & So Do I” by Joanne Morton by Lauri Faggioni
5

6. The Language of Fashion

7. Fashion-Forward Lifestyle
shawanimals.com
7

8. Gucci Ad, Jalouse Magazine
8

9. Girls Bedroom, Teen Vogue
9

10. As Accessories
10

11. As Accessories
11

12. Textile Graphics
At TG170, Lower East Side, NYC
Arden B., knock-off line, at the mall
12

13. Merchandising
The Diesel Store Window, W. Broadway, NYC
13

14. Merchandising
NYC
Referencing
Dolls and
Girlishness at
a Hip Lower
East Side Store:
14

15. Merchandising
NYC
Mixed with
Classic Vintage:
15

16. Merchandising
Mall in Orlando, FL
16

17. Emotional Resonance
– Girls Stories

18. Emotional Resonance – Girls Stories
Growing up, I had a lot of stuffed toys.
…When I got older, I stopped caring
what other people thought and took
Pinky, my first bear, out of the closet
and put him back on my bed. If you
had them all over the house, it would
be a bit childish but I think everyone
has at least one teddy or stuffed toy.
Bears are more of a child’s toy but you
could get a stuffed dog at any age. I
would not buy myself a bear or stuffed
dog but it would be nice to get one as
a gift.
-Hayley Laws, 20, Australia
18

19. Emotional Resonance – Girls Stories
They were such good friends to me and
the idea of them sitting in a Salvation
Army somewhere, with no one to love
them, sends shivers up my spine.
They’re at my parents house, in my doll
cradle, looking happy.
I don’t still sleep with them – but I like the
idea of keeping them together, like a
family.
-Aja, DC

20. Emotional Resonance – Girls Stories
I have two particular teddies I love to
death because they have sentimental
value – one my grandpa gave me right
before he died and the other one was
sent to me by my dad when he was in
the gulf war.
-Nikki, Houston
20

21. Emotional Resonance – Girls Stories
I own tons of stuffed animals…Hello
Kitty, San-X…since I live in a dorm
room, I know a lot of young women
that are still in love with “childlike
things” such as Disney, Sanrio, Care
Bears, etc. Almost everyone I know
here as some sort of stuffed animal on
her bed. I even know many boys that
brought a beloved teddy bear from
home.
- Devonny, 19, College Student from
Arkansas in Northern California
21

22. Emotional Resonance – Girls Stories
All of my stuffed animals are safely
housed in my closet. I wouldn’t display
them for all to see, because they
represent memories… as in they are
private and for my enjoyment only!
-Shika, 21, Detroit
22

23. Emotional Resonance – Girls Stories
A teddy bear with one arm loose that
I stuck in the freezer many times
sleep walking when I was about 6…
when I need a mood lift, I take them
out (of the closet). – girl, 22
My panda bear Mumu. I sleep with it
every night. – Belen, LA, 20
I kept my stuffed animals but don’t
have them on display. It seems
juvenile. I still have one I like – a
rhino. It doesn’t seem childish and it
makes a good neck rest. –Meredith,
20, Washington DC
When I went to Europe this summer,
I took along a stuffed dog, Peanut,
as a mascot. – Sarah, LA
23

24. Emotional Resonance – Girls Stories
I am 21 years old and I still have teddy bears
and other stuffed animals. They are all
grouped together on a shelf in my bedroom. I
would be happy for a boyfriend to give me a
stuffed toy.
-Shake, London
Right now, I am collecting the ones
from Starbucks. I had this guy buy me one
just recently when we went for coffee.
- Monica, LA
24

25. Emotional Resonance – Girls Stories
Our friend makes these weird custom
“stuffies.” I have one with my name
on it. Teddy bears are classic. I’m
also into weird stuffed animals like
rats or goats.
- Erin, 28, Canada (abroad in Amsterdam)
“I have suddenly been wanting
stuffed animals lately, not necessarily
bears… more like mutant stuffed
animals…stuffed “creatures” that are
basically random shapes with a face. I
think those are pretty neat too. Also
mutilated teddy bears and vintage
teddy bears that you can find at thrift
shops.
-Lola, 19, Rhode Island
25

26. How Would You Feel if Your Boyfriend
Brought One Home?
I dated a guy in high school who loved to
give them to me. When we stopped dating,
I stopped having teddy bears.
- Tiffany, 23, Orlando, FL
I got one for Valentine’s day. It was cute.
It’s a sweet thing to do.
-Belen, 23, LA
I think all girls, no matter what age, love to
get them as gifts from guys. It shows they
are tender and caring, and it makes you
feel silly and special and sexy as well.
- Monica, LA
26

27. Kindergarten Nostalgia
– Fashion Part II

28. I think we’re going back to happier times, using
happy memories from childhood as inspiration.
-Natalie, 22
Fashion is playing on childlike visions of what we
imagined a ‘big girl’ to be when we were younger.
-Karen, 25
28

29. Kindergarten References in Fashion
Teen Vogue, April
A page from Designer, C. Ronson’s Book for Her Spring
2004 Line
29

30. Kindergarten References in Fashion
NYC Fashion Show
Audience
London Fashion Show London Street
NYC Street
30

31. Kindergarten References in Fashion
Belonging to a 20 Year At the Jeremy Scott
Old in France Fashion Show NYC
London
31

32. The Toy & Plush Animal
Landscape…

33. The Landscape Cross-Category
Starbucks “Barkista” Dog
Gucci & Christian Dior Bears
Ralph Lauren
Maxfield’s
Paul Frank
Sanrio
Ralph Lauren
Coach
FTD (flowers sent with teddy bears)
Bed, Bath & Beyond (who package their
products with teddy bears)
Buildabear.com
and Toys for Boys…
33

34. Boys Toys are Hip
These action figures, inspired
by hip hop, Japanimation and
Kid Robot
graffiti, have spawned nothing
Toys 2R Qees short of an out-and-out craze
Monsterism by hipster collectors and cool
Mijos and Homiez Dolls kids alike…
Bratz Dolls
Kid Robot
Artoyz
Royal Cheese
Lazy Dog
34

35. Toy Design Contest, WAD Magazine
Colette (Paris), probably the hippest store in the world, is
hosting “TOYZ WORLD” featuring the coolest toy
designers in the world. They are hosting this contest with =
trend-forward WAD Magazine. The challenge: come up
with designs for a limited-edition “Qee” toy…
35

36. Perspectives & Cultural
Observations

37. Facts
¼ of the respondents said they
would not want to get a stuffed
animal as a gift nor would they
buy one.
Most respondents feel that a
stuffed dog occupies a more
sophisticated, adult territory than
teddy bears.
37

38. Cultural Observations
Collectible toys are extremely popular and tend to be best sellers - from the
Pokemon and beanie baby fads to “homies” action figures and Kid Robot
collectibles.
Cultural influencers reference teddy bears in a strictly tongue-in-cheek
fashion. Romance is only usually associated with teddy bears with a less
cosmopolitan or younger group.
Hip action figures for young men are a huge phenomenon in popular
culture. Toys aren’t just for kids anymore.
The NY Toy Show is the most widely attended trade show in New York
We’re riding a wave of child-themed details in edgy fashion looks but the
tide is slowly changing toward more lady-like looks which could render the
Pink strategy obsolete with the 18-22 year old set in just a few years. Pink is
likely to resonate with an aspirational 14-18 year old set.
38

39. Dog Owners & the Small Dog Trend
I got a stuffed pug before I got a real one. I think it’s a cute gift as a
prelude to getting an actual dog. -dog owner
When I was away from home, and my dog, and I
used to travel a lot on business, I had a very
small stuffed dog that kind of looked like my dog
that I put on the night stand in a hotel or
corporate apartment. -Susan, dog owner
I have the ‘naughty, naughty pets,’ Ivan the Pug
and the French Bulldog -Kelli, Dog Owner
It’s a trend because celebrities have dogs and
they bring them everywhere – people want to
be like them so they’ve become a part of
fashion. –girl in Texas, 21
I don’t like stuffed animals, but anything to
accessorize my dog is fabulous. – Karen, 25
39

40. Talking to New Yorkers
Stopping by Agent Provocateur, a London-based lingerie company that
had an incredible amount of buzz in New York, they thought stuffed
animals would do better in LA and wouldn’t resonate with New Yorkers.
The sales people there thought there was a real socioeconomic divide in
associating romance and sexiness with stuffed toys. They thought it
might go over better in LA – but wouldn’t work well in New York. They
also commented that less cosmopolitan people would be more apt to
respond positively to this kind of marketing.
At TG170, an outpost of fashionista chic in NoLIta, they thought it might
be cute to get a stuffed toy from a boyfriend but didn’t really see it as
being a compelling fashion concept.
Polling friends and associates in New York, mostly ranging from 25 to 35
years old, professional, entrepreneurial, and creative, most responded
with blank expressions to the idea of associating lingerie with stuffed
animals – but they admitted to having a bear or two in their apartments,
left over from childhood.
40

41. Spotted…

42. At Street Style Mecca, Yellow Rat Bastard
42

43. At Urban Outfitters
43

44. At “Kid Robot” on Prince Street in Soho, NYC
44

45. In Chinatown at a Destination Store Filled with
Sanrio Products Where Teenagers and Trend-
Loving Young Adults Flock…
45

46. 46

47. Or in the Back of a Car in Brooklyn…
47

48. Thoughts on
Victoria’s Secret
Pink

49. I think the Pink dog in particular has the potential to be iconic of Victoria’s
Secrets young, hip, bright range. It’s cool without being too cutsey. I like the idea
of placing photographs of the dog in strange or famous places like the subway,
the roof of skyscrapers, in the middle of the road, etc.
-Hayley, 20, Australia
Pink’s my favorite color…sexy, virginal, feminine.
-Sharifa, 23, California
Honestly I am disappointed that Victoria Secret's is playing into this childhood
version of sex - and so late in the game. Vic's should exude nothing but sex,
that's what they do best. When a man walks into the store to buy his chick some
lingerie, and let's face it it's for himself as well, I’m sure that he doesn't want to
feel like he accidentally walked into “Girl Mania.”
-Karen, 25, LA
I like the fact that it’s cutesy and flirty. It’s not trashy or ‘too much’. it’s simplistic
and I think it will appeal to the target consumer.
-Beka, 20
I like it a lot, it is a more casual cutesy line, not so lacy and seductive as the
normal Victoria’s Secret crap
-Natalie, 22
49

50. They should stick to sexy lingerie, that's what i usually get there. I usually get
"cute" stuff at other stores with cheaper prices (and the same quality)
- Femina, 21
I love the Pink line, it’s my favorite
- Natalie, 21
Too babyish.
- Loro, 20
It’s sexy in a girl next door kinda way, which is nice sometimes.
-Meredith, 20, Washington DC
Way too young and pre-teen. how many times can i really wear a neon yellow
bra?
-HNK, 19, Houston, TX
Leave stuffed dogs to Toys-R-Us and stick to Lingerie
-Girl LA, 21
50

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