Santabear Turns 40: A Beloved Holiday Icon Makes a Comeback

The beloved holiday plush toy, Santabear, has made a remarkable return to store shelves as it celebrates its 40th anniversary. This year, the 2025 edition is priced at $49.95 and is already flying off the shelves at Dayton’s Twin Cities Holiday Market locations and online. Both the original size and the new “Next Generation” version sold out within days during the recent Thanksgiving holiday.

In a statement, a representative from Dayton’s mentioned, “We sold a lot,” but did not provide specific sales figures. They did assure customers that updates on availability would be posted on their website. The popularity of the anniversary bear echoes its debut year in 1985, coinciding with the release of the iconic film “Back to the Future.”

From Humble Beginnings to Holiday Tradition

The inception of Santabear was partly driven by a unique calendar quirk. In 1985, Thanksgiving fell on November 28, the latest date permitted by federal law, which reduced the holiday shopping season. Deborah Estes, who worked at Dayton’s from 1980 to 1990 and later joined Target, became the original marketing coordinator for Santabear. “It was developed as a gift with purchase to help drive holiday sales,” Estes explained. The initial concept originated from toy buyer Paul Starkey, while the marketing strategy was spearheaded by John Pellegrine, senior vice president of marketing at Dayton’s.

The bear itself was a simple yet charming creation: a 15-inch white plush bear adorned with a red cap and scarf. The response to its launch was overwhelming. “It broke on Thanksgiving,” Estes recalled. “People stood in line. They had fights. They hit store managers over the head with purses because they couldn’t get bears.” The frenzy reached such heights that one shopper even purchased an airline seat to secure her bears during travel.

Retailing for $25 or just $10 with a qualifying purchase, the Santabear quickly sold out just days after its Thanksgiving debut. Local media at the time reported that Dayton’s struggled to keep up with demand. According to a November 1985 article, store manager Jim Eddy noted, “What we have in the store is what we will have through the end of the year.”

A Cultural Phenomenon

The success of Santabear was attributed to a combination of timing, price, and undeniable cuteness. Other retailers soon sought to emulate its success by creating their own holiday plush toys. However, the initial year only marked the beginning of a much larger Santabear universe. “We really wanted to make Santabear like the next Rudolph the Red-Nosed Reindeer,” Estes said, highlighting the bear’s potential to become a holiday staple.

By 1986, Santabear had achieved celebrity status, making appearances on popular television shows such as “Dallas” and “Miami Vice.” It even featured in giveaways on game shows like “Wheel of Fortune” and “The Price Is Right.” The following years saw the introduction of new versions, including various themes such as pilot, chef, and tourist, as well as the introduction of Miss Bear in 1987.

The nostalgia surrounding Santabear remains strong. Readers of local publications have shared fond memories of the toy. “I definitely stood in line,” wrote Roberta Tommerson, while Brynn Culloton reminisced about accompanying her mother to Dayton’s each year to collect the annual bear.

For many families, Santabear became a cherished holiday tradition. “I have a photo from 2005 of my mom with my son and daughter sitting among the bears,” said Lisa Farnham. “We recreated the photo in 2020—when the kids were 19 and 17.”

Despite the bear’s popularity, significant changes were underway in the retail landscape. Dayton’s, which was rebranded as Marshall Field’s in 2001, was sold to May Department Stores in 2004. When Federated Department Stores acquired May in 2005, all remaining Marshall Field’s locations were transitioned into Macy’s stores, which opted not to continue the Santabear line. The final original Santabear was released in 2007, marking a hiatus for the beloved toy.

In 2022, a revival began, culminating in the launch of the 40th anniversary edition. Now, as parents and grandparents introduce Santabear to a new generation, the plush toy has returned looking more stylish than ever, complete with a gold crown, blazer, tie, and sunglasses.

As Santabear celebrates its milestone birthday, it has proven that it hasn’t lost its charm. With a dedicated following, the plush toy continues to embody the spirit of holiday traditions, making it a timeless favorite among collectors and families alike.