Ty Inc. first debuted the Princess Diana plush in October 1997, two months after she died in a car crash
Credit: Tim Graham Photo Library via Getty; AP Photo/Michael S. Green
NEED TO KNOW
- The Princess Diana Beanie Baby was first sold in stores in 1997
- At the time of its release, retailers were limited to just 12 toys per store
- Today, the Beanie Baby could be worth anywhere from $2 to around $1 million, depending on its condition
Princess Diana has been honored in several ways since she died in a car crash in Paris on Aug. 31, 1997 — including by getting her own Beanie Baby.
One of the most iconic and sought-after plushes ever made, the special-edition Ty Inc. toy, released months after her death, was emblematic of its era.
While the People’s Princess left behind many incredible legacies, from her charity work to her sons Prince William and Prince Harry, ‘90s kids will never forget how big her Beanie Baby was. Millennials joking on social media about how the bear was supposed to pay for their college tuitions and future homes has even become its own painfully nostalgic meme.
So, how much is a Princess Diana Beanie Baby worth? Here’s everything to know about the commemorative toy, its current value and where to find one.
What is the Princess Diana Beanie Baby?
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The Princess Diana Beanie Baby, officially named Princess the Bear, is a special-edition commemorative plush toy released by Ty Inc. just months after Diana’s death.
Vanity Fair reported that the purple bear, featuring a white rose on its chest, was initially sold in December 1997 for roughly $5 to $7 each, with proceeds benefiting the Diana, Princess of Wales Memorial Fund.
In addition to marking a moment in history, the bear was highly sought after due to its scarcity, as the first shipments were reportedly limited to just 12 per licensed retailer. Lori Verderame, an antiques appraiser who evaluates roughly 200,000 items per year — thousands of which just so happen to be Beanie Babies — told PEOPLE that “in 1997, it was the toy to get.”
Verderame said part of the reason the plush was “particularly interesting” was that the bears were “beloved collectible toys of folks who are coming of age: late 20s to early 40s.”
How much is the Princess Diana Beanie Baby worth?
Credit: AP Photo/John Hayes
The bear’s value depends on several variables, according to Verderame.
“They’re all different,” she explained. “Every single one of them has a nuance that would make them different.”
The smallest detail can affect the toy’s value, from the stuffing — the initial batch was reportedly made with PVC pellets, while later versions were made with polyethylene pellets — to subtleties in the eyes, nose or mouth.
Even its country of origin can determine its value.
“There’s a very long laundry list,” Verderame said, noting that a negative factor can be countered by a positive one. “It’s kind of like a big algebra problem. The collectors made it this complex.”
The Princess Diana plush is also far less rare than it once was, as the company ultimately increased its production in the face of high demand. Verderame said she comes across hundreds of Princess Diana Beanie Babies every week and believes that “millions” were made.
A quick scroll through eBay in August 2026 show that sellers have listed seemingly identical copies of the plush toy for asking prices from a mere $1.50 to $1 million, with numerous sold comps in the $20 to $50 range.
Verderame said a mint-condition plush could certainly be worth your while: “Some could be worth into the thousands. I’ve seen many of them that are more than thousands of dollars. Five figures, easily.”
Even a knockoff could hold some value. “There are many of those as well,” she said. “A lot of the fakes are good … You can search for them and find very valuable ones.”
Collectors should note that the toy’s value changes over time. According to Verderame, Beanie Babies experienced a surge in value in August 2022, tied to the anniversary of Diana’s death. However, she also noted that these toys increase in value over time, depending on their condition and the milestones the royal family is celebrating.
Where can I find a Princess Diana Beanie Baby?
Credit: Suzanne Hubbard – PA Images/PA Images
Verderame suggested beginning the search online for the perfect Princess Diana Beanie Baby.
“There are a lot of options on a site like eBay,” she said.
From there, she recommended having the item appraised before clicking “Buy it Now,” considering a high price tag doesn’t always equate to high value.
“I can tell from a photo, I can tell from a video,” Verderame assured. Just don’t send a Beanie Baby to her in the mail, as her team doesn’t “accept any objects.”
Buyers can do their own due diligence without an appraisal. Verderame said it’s best to start with the tag.
“Make sure the tag’s attached,” she said. “It’s gotta be attached.”
Other telltale signs of a well-loved Beanie Baby include creases in the tags, discoloration, stains, missing parts and the way the beans have settled. As Verderame explained on her blog, some Beanie Babies were understuffed, resulting in the bear’s head falling to one side or appearing to have excess “skin” in the stomach area.
If a buyer spots a Princess Diana Beanie Baby — or even a group of them — in the wild? Verderame said, “It’s a good idea if you see one at a yard sale to pick it up.”
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