Knut Mania Sweeps the Globe

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Before the window of opportunity closes, the zoo is moving fast to line up deals. First out of the gate was German plush-toy maker Margarete Steiff, which hopes Knut will become an enduring icon, like Paddington and Winnie the Pooh. The company has brought out three sizes and models of stuffed Knuts—sitting, standing, and lying down. One model will be sold exclusively at the Berlin Zoo, while the other two can be purchased in any toy store. The money raised from the Steiff deal is intended to be used to renovate the polar bear enclosure at the zoo.

Knutburgers?

Also on board is German candy maker Haribo, famous for its gummy bears, which has brought out a new line of white, raspberry-flavored candies, called Knuddel-Knut'sch, or "Cuddly Knut." The company will make a one-time gift of €5,000 ($6,760), plus €0.10 (about 13¢) from the sale of each package, for Knut's upbringing and maintenance. "We're hopeful to make this a standard product over time," says Haribo spokesman Marco Alfter. Anticipating huge demand, the company has expanded production of Knut candies from its Bonn plant to a second facility in Soligen.

Zoo authorities are trying to be careful about who they choose to work with. "Partners should be only those companies that agree with the philosophy of the zoo, which is to retain and protect habitats," says CEO Uhlich. Unfortunately, that hasn't stopped unauthorized Knut merchandise from pouring out of China.

There's also a satiric component to the Knut licensing story. Hamburg-based advertising and marketing agency Den Mutigen Gehört Die Welt has come up with a range of mock Knut products, including a version of the famous Italian chocolate-and-hazelnut spread, rechristened "Knutella." The agency, whose name means "The World Belongs to the Brave," also dreamed up a "Knutsausage" wrapped in white fur and a "Knutburger," with a layer of white fur between slices of bread and cheese. Perhaps its most irreverent prank was a concocted image of Knut as a teenage former child star, alcoholic and dotted with pimples on his face.

Still, the overall impact of the Knut craze has been positive. By drawing parallels with his wild relatives living near the North Pole, educators and advocates have used Knut's popularity to get out the message about the impact of global warming on polar bears. And since Knut showed up, baby animals born at zoos all over Germany have benefited from heightened attention and public awareness. "All of a sudden we're seeing more interest in cubs being hand-raised by keepers," says spokeswoman Antje Runge from the Frankfurt Zoo. Knut may not be cute for much longer, but his impact will live on.

For a slide show of Knut and Knut products, click here.

Zammert is an editorial assistant in BusinessWeek's Frankfurt bureau.