Rare Chad Valley “Johnson’s Roostie” Hygienic Toy, Registered Design No. 754410, c.1930s–1940s

A rare and unusual Chad Valley novelty soft toy known as “Johnson’s Roostie”, retaining its original labels and internal Chad Valley Hygienic Toys disc.

Standing approximately 26 cm (10¼ inches) tall, this charming character is fashioned as an upright cockerel with cream plush, green glass eyes, a yellow felt beak and feet, and bright red felt comb and wattles. The original fabric body covering creates the distinctive standing form that made the design so memorable.

The toy retains both original foot labels. One bears the Chad Valley manufacturer’s mark, whilst the second is printed:

“Johnson’s Roostie”
Rd. No. 754410

Internally the toy retains its original green Chad Valley British Hygienic Toys disc, confirming authenticity and originality.

Examples of Chad Valley’s registered “Johnson’s Roostie” are seldom encountered on the market, particularly retaining both original labels and the Chad Valley Hygienic Toys disc. Surviving examples appear to be exceptionally scarce, with few documented offerings in recent years.

Produced by Chad Valley during the golden age of British soft toy manufacture, this delightful promotional novelty combines imaginative design with the quality for which Chad Valley became renowned. It would make an excellent addition to collections of Chad Valley toys, advertising memorabilia, novelty animals, vintage nursery items, and British plush toys.

Condition

Very good vintage condition.

The plush remains generally clean with good colour throughout. The original felt comb, wattles, beak and feet remain intact. Both original foot labels survive and are legible, while the internal Chad Valley Hygienic Toys disc remains present. Minor age-related wear and handling commensurate with age.

A particularly attractive and scarce survivor. Examples retaining original labels and Hygienic Toys discs are rarely encountered.

Details

Maker: Chad Valley Co. Ltd.
Model: Johnson’s Roostie
Registered Design: Rd. No. 754410
Date: c.1930s–1940s
Height: 26 cm
Materials: Plush, felt, glass eyes

Why Buy from Hornseys?

For almost fifty years, Hornseys has specialised in sourcing, researching and offering carefully selected works of art, rare books, antiques and collectable objects. Every Chad Valley teddy bear offered for sale is examined individually and catalogued with the same attention to detail that we apply throughout our business.

Expertise and Research

Our descriptions are based on careful first-hand examination and supported by research into Chad Valley manufacturing history, Royal Warrant labels, materials, construction methods and comparable recorded examples. Where possible, we identify date ranges, model characteristics, original features and any later alterations to provide collectors with accurate and transparent information.

Authenticity and Provenance

Authenticity is fundamental to our approach. We assess each bear for period materials, labels, construction details and condition, clearly noting restorations, replacements or associated items where known. We believe buyers should have confidence that every description reflects the object as it is, not as we would like it to be.

Condition Reporting

Vintage teddy bears inevitably show signs of age and use. We provide honest condition assessments, accompanied by comprehensive photography, so collectors can make informed decisions. Any wear, repairs, losses or alterations are described as accurately as possible.

Carefully Curated Selection

We do not aim to offer large quantities of stock. Instead, we focus on finding examples that possess quality, character, historical interest and visual appeal. Whether a bear is a rare early Chad Valley example or a charming post-war companion, it must meet our standards before being offered for sale.

Established Reputation

Hornseys has been serving collectors and enthusiasts since 1976. From our gallery in Ripon, on the edge of the Yorkshire Dales, we have built a reputation for knowledgeable cataloguing, careful packing and personal customer service.

Our Guarantee

Every item is sold with an unconditional guarantee. If you are not entirely satisfied with your purchase, you may return it within fourteen days of receipt for any reason, provided it is returned in the same condition in which it was supplied. We simply ask that you notify us in advance of any return.

Explore Our Chad Valley Collection

From early mohair bears to post-war Royal Warrant examples, our Chad Valley collection celebrates one of Britain’s most important toy manufacturers. Each bear is selected for its authenticity, character and collectability, offering collectors the opportunity to acquire genuine pieces of British teddy bear history.

Visit Hornseys to discover our curated selection of Chad Valley bears, fine art, rare books and collectable objects from our Yorkshire Dales gallery, established in 1976.

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