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IN DEPTH ANSWER: Morris Michtom, a shopkeeper in Brooklyn, New York, asked his wife, Rose, to make two plush stuffed bears for display in his shop's window. The popularity of the plush bears stuffed with excelsior and adorned with black shoe buttons for eyes quickly captivated the nation. Once the "Teddy's Bear" trend took off, Morris Michtom's store became the Ideal Novelty and Toy Company. In 1938, the name was changed to the Ideal Toy Company.

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