Play and development site, The Good Toy Guide has begun its search for the official face to lead its marketing campaign.
The Good Toy Guide logo with the red teddy bear's head is becoming increasingly recognised by consumers, and now the firm is inviting manufacturers of plush teddy bears to apply to become the official face.
The winner will be announced on the first day of Toy Fair 2013 at London's Olympia.
"We want to celebrate traditional toys, as well as new products and the developmental benefits of playing with teddy bears and soft toys can often be over looked," explained Good Toy Guide's Amanda Gummer. "Giving teddy bears a unique role in the Good Toy Guide provides us with an opportunity to talk about the importance of emotional development and softer skills to balance out the focus on learning through play that dominates the pre-school market.
"We want to show that toys can help a child develop in all different ways."
While the face of the Good Toy Guide doesn't have to be a traditional soft brown bear, applicants must be able to demonstrate the 'teddy-ness' of the toy and 'cuddle-ability' will be a big factor.
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