Zeddy is a teddy bear mascot used by Zellers all over Canada. He was first used in 1986 as an advertising campaign, and then rose to his popularity by the early 1990s. The main purpose of Zeddy was to advertise Toyland, the toy section in Zellers stores. Zellers provided a stuffed Zeddy bear for any child who had a birthday party sponsored by Zellers. There was also a Zellers employee in a giant Zeddy costume hosting the party. Lineup toys of Zeddy were also created. In the final months before the last of the Zellers stores were closed permanently, the company distributed large batches of stuffed Zeddy Bears for sale in stores throughout the network.