Fredd Bear soft toy

The iconic Melbourne-based LJ Sterne Doll Company crafted this adorable mini plush version of Fredd Bear from The Magic Circle Club. It dates from the mid-'60s when televisions had made their way into Australian homes and the LJ Sterne Doll Company saw an opportunity in the emerging world of TV merchandising. More than a plaything, this Fredd Bear doll was an extension of a beloved TV personality. While today's commercially made toy bears are more durable, they lack this charming doll's nostalgic, homemade appeal.

The LJ Sterne Doll Company was founded by Leo Sterne, an Austrian refugee who arrived in Melbourne in 1939. Noticing a shortage of dolls during the Second World War, Sterne began producing everything from bridal dolls to national costume figures using papier-mâché and fabric. After Sterne created the beloved Gerry Gee puppet for TV ventriloquist Ron Blaskett, he expanded the range with the Gerry Gee Junior doll and characters like ‘Geraldine Gee,’ ‘Football Supporter’ and ‘Beatles Gerry’. Sterne's company also released a popular doll based on Fredd Bear's long-running TV rival, Humphrey B Bear.