Asobi's Alice's Bear Shop brand has launched in Selfridges.
The range of traditional bears are based on a collection of the designer's bedtime stories she told her sons in which a girl called Alice could talk to and go on adventures with her teddy bears.
Each bear is of a high quality and comes with individual stories.
"Launching Alice’s Bear Shop in Selfridges this week and now having the opportunity to offer the bears to children across the UK is just a dream come true," said Rikey Austin, the creator of Alice's Bear Shop.
"I am overwhelmed that the characters created from my imagination have now been brought to life for children to enjoy and create new stories from playing with them. We have worked really hard to ensure that the bears are of the highest quality so they can last a lifetime and leave a legacy in a child’s mind."