London, July 22 : Selfridges, the UK department store, is launching a 43,000 pounds teddy bear with eyes made of emerald and diamonds and a nose of solid 24-carat gold.
The limited edition bear, which will be part of the store's first ever toy collection, is thought to be the most expensive in the UK.
Selfridges will be selling the bears, made by the manufacturers Steiff, from next month in the hope it will catch the eye of those with an expensive taste in Christmas presents.
The bear's fur is entwined with Gold Leaf and it comes with a Mont Blanc pen with an ink pot filled with liquid gold.
Selfridges buyers are hoping the lavish gift will appeal to holiday-makers from the Middle East, who tend to come to Britain from April to September as well as those shopping for Christmas 2008.
"We've never had a toy department and we feel now is the perfect time to launch one as we want to give our customers the complete shopping experience," the Telegraph quoted a spokesperson for the store, as saying.
The bear won't be available on the shelves like most other toys, it will be made to order, with an example sitting in a glass box in Selfridge's flagship London store.
The toy will be available from all Selfridge stores from August.