The Beanie Baby Bonanza: Unraveling the Nineties’ Most Peculiar Toy Craze

The Curious Case of the Princess Diana Bear and the Dream of a Fortune


In the late 1990s, amidst the rise of grunge music, Tamagotchis, and the nascent internet, there emerged a uniquely captivating phenomenon that took the world by storm: the Beanie Baby craze. Among the flurry of these small, plush animals, one variation stood out in particular: the Princess Diana Beanie Baby. Dubbed as “the crown jewels” of the Beanie Baby kingdom, it embodied the intense fervor of this peculiar trend.

Introduced shortly after Princess Diana’s tragic death in 1997, this special edition Beanie Baby — a purple bear named Princess — captivated the hearts of collectors around the world. At the time, the belief that these toys, if kept in mint condition, could potentially be worth thousands in the future, fuelled the Beanie Baby mania.

The demand for the Princess Beanie was so high that getting one’s hands on it was seen as a triumph. Katie Ford, a 34-year-old vet based in Manchester, was one of the lucky ones, receiving it as a Christmas gift when she was just eight. The hunt for this bear was not just about ownership but also a competitive pursuit, often more for the adults than the children themselves.

But the Princess Beanie wasn’t just a toy, it was a symbol of speculative hope. People bought tag protectors to ensure the labels remained unbent, and any damage seemed catastrophic, as if it were a precious artifact. “I thought [Princess] was going to make my fortune,” admitted The Independent’s arts editor Jessie Thompson, whose bear unfortunately endured a mishap involving a toilet.

The Beanie boom was largely driven by a cunning marketing strategy by Ty Warner, the brand’s idiosyncratic founder. Beanie Babies were intentionally produced in limited quantities before being “retired”, to create a sense of scarcity and urgency. These tactics lured consumers into a false narrative of imminent wealth, turning these plush toys into speculative commodities.

The craze evolved further with the advent of the internet, where a burgeoning resale market emerged. Warner’s proclivity for perfectionism, leading to continuous design tweaks, created rarer variants that sold for exorbitant prices. A group of mothers from Chicago, consumed by the need to own every Beanie Baby ever produced, played a significant role in spurring this online trading frenzy.

However, as history showed, the promise of lucrative returns was largely an illusion. The Beanie bubble eventually burst, and the Princess bear, despite its regal origins, did not turn out to be the gold mine many had hoped for.

Reflecting on this unique cultural phenomenon, the film “The Beanie Bubble,” soon to be released on Apple TV+, stars Zach Galifianakis as Warner. It’s a testament to this singularly strange moment in pop culture history, an episode that combined collectibles, speculative economics, and the global mourning of a beloved princess into a fleeting, and ultimately disappointing, quest for fortune.

In the end, the Beanie Baby craze teaches us a cautionary tale about the pitfalls of speculation and the unpredictable currents of cultural trends. But for those who lived through it, the hunt for the Princess bear remains an unforgettable memory, a symbol of a time when a simple stuffed animal could stir up the world.

Morgan Snyder

Morgan Snyder is a highly respected senior correspondent for Los Angeles Magazine. With over 20 years of experience in the field of journalism, Morgan is known for his insightful reporting and in-depth analysis of local and national issues.

Morgan began his career as a staff writer for a small newspaper in his hometown before moving to Los Angeles to pursue his dream of becoming a correspondent. He quickly made a name for himself in the industry, earning praise for his coverage of everything from politics and crime to culture and entertainment.

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