The museum shows the history of the teddy bear and the history of the company. On three floors you are guided through the 2,400 m² exhibition area with over 2000 exhibits. The visit begins in the sewing room of company founder Margarete Steiff.

Afterwards, Knopf and Frieda accompany the visitor on the search for the three thousand missing bears that sank in a shipwreck. During the production demonstration of Steiff products, you can look over the shoulders of the seamstresses.