There is a thread that links a small, hand-sewn fabric teddy bear to one of Italy’s best-known soft toy companies. It is the thread of Trudi, a brand that, for over seventy years, has been telling a story of artisanal passion, female creativity, and an extraordinary ability to transform a hobby into one of the icons of Made in Italy.
From Tarcento to a symbol of Made in Italy soft toys
Trudi’s story began in 1954 in Tarcento, in the province of Udine, thanks to the vision and passion of Gertrud “Trudi” Müller Patriarca. Born in Munich but having moved to Italy at a very young age, Trudi began creating her first soft toys almost as a game, using a needle, thread and small scraps of fabric – a hobby that soon developed into a small artisan business. This is the very heart of the story: an artisan workshop capable of transforming tenderness into a recognisable, beautifully crafted product destined to stand the test of time.
From straw to wadding: the birth of the ‘Trudi style’
In the years that followed, the company began to stand out for its attention to detail and for an innovation that would change the industry forever: the replacement of traditional straw filling with wadding. This decision made Trudi soft toys softer, more huggable and, above all, washable – features we take for granted today, but which at the time represented a true revolution. The combination of aesthetics, safety and functionality has helped to define Trudi’s identity as a symbol of ‘Made in Italy’ excellence.
The evolution of Trudi soft toys
Over the years, the Trudi collection has expanded and been revitalised. Alongside the teddy bears, increasingly realistic, cuddly and intricately detailed animals have been introduced. Among the most popular innovations are the miniatures, which gave rise to ranges such as the Trudini and the Sweet Collection. The small artisan workshop has transformed into a fully-fledged industrial enterprise.
Trudi around the world: an international success story
In the 1980s and 1990s, Trudi became a leading brand in Italy and began to make a name for itself abroad as well. It participated in international trade fairs and expanded its range through new product lines and collaborations. In particular, in 1996 it signed a licensing agreement for the production and distribution of Disney soft toys across the European market. Another important milestone was the acquisition, in 1998, of Sevi, a long-established brand of wooden toys founded in 1831 in Ortisei, which has expanded its range with products rooted in tradition, creativity and educational play. In the years that followed, it strengthened its presence abroad, taking the brand and its high-quality products well beyond Italy’s borders.
A legacy that lives on
Today, more than seventy years after its foundation, Trudi remains a leading name in the soft toy sector in Italy and around the world. Each soft toy is designed to be not only beautiful to look at, but also a pleasure to cuddle, and is made from materials that guarantee safety and durability. Attention to detail, from fabric cutting to stitching, is what sets every Trudi product apart. The brand has always been committed to upholding rigorous standards at every stage of production, recognising that a toy is not merely an object, but a companion for adventures and growth.
Trudi was also entrusted with the task of creating Tina and Milo, the two stoats born in Catanzaro, Calabria, following a design competition involving 1,600 Italian primary and lower-secondary schools, and they were chosen as the mascots for MilanoCortina 2026.
Trudi today
In the 1990s, Trudi also obtained UNI EN ISO 9001 certification, further proof of the quality and reliability of its products and a tangible sign that it had become a true example of Made in Italy excellence.
In July 2019, after more than sixty years as an independent company, Trudi S.p.A. became part of the Giochi Preziosi Group, one of the leading Italian and European players in the toy sector.