Items created as a collaboration between online media "Hobonichi Itoi Shimbun" (hereinafter referred to as "Hobonichi") and German stuffed animal manufacturer Steiff will go on sale from September 1st.

The collaboration was made possible when Steiff created a new design for Hobonichi's original character, "The Misunderstood Bear," in the style of a teddy bear. The lineup includes the "Misunderstood Teddy Bear" (43,000 yen), which has sharp claws and teeth that are unbecoming of a teddy bear; the Steiff Hobonichi Techo cover (12,000 yen for the cover only / 14,000 yen for the cover and book set); the "Planner Steiff Version" (2,500 yen), which looks as if Steiff has hijacked the English version of the Hobonichi Techo; the "Little Bear Ear Mohair Bag" (16,000 yen) and "Bear Ear Mohair Bag" (30,000 yen), perfect for parent-child outings; and a commemorative T-shirt (5,500 yen), which was created out of joy for the collaboration.

The "Button-in-Ear" is a mark of quality that is only attached to stuffed animals that pass Steiff's strict inspection standards, and is usually only attached to stuffed animals, but it will be attached to the Hobonichi Techo cover and bag, which are collaboration items, as a special mark. The collaboration items will go on sale from 11am on the Hobonichi special website and the Steiff official online shop (only the misunderstood teddy bear), and will also be available at Loft stores nationwide (only the Hobonichi Techo cover "Steiff" and the Steiff version of the Planner). A special event will also be held at Ginza Loft from September 1st to 10th, where all products will be sold.