Toy firm Deddy, thrilling & able

Irish company nabs top award with teddies in coffins

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IT'S a Toy Story with a differ- ence.

A creative Irish firm is hoping to take its success to infinity and beyond.

Dublin based Innov8 Creative Academy has just beaten giants in the world of child's play like Disney, Lego, Pokemon and Mattel, to win the prestigious 2025 New York Toy Award.

And it's all thanks to teddy bears in coffins.

Or "Deddy Bears" to give them their proper title, which are described as a "loveable" and "creepy cute" twist on the classic plush toy.

These scare bears beat off major compet- itors in a David versus Goliath battle to win the award in the collectible toy category.