A Sussex company is proving it has the bear necessities for business success.

The Bear Factory in Churchill Square, Brighton, makes about 50 stuffed toys in store each day.

Manager Sue Waugh said: "Customers come in and choose the basic toy shape from a selection of flat skins. We have more than a dozen different styles to choose from.

"The familiar teddy bear sits alongside choices such as dogs, cats, monkeys and pigs. The skins have a hole in the back where we can insert a voice box before our staff stuff and stitch the toys.

"The whole process only takes about five minutes. Most customers take a lot longer to choose their toy and think of a name."

There is a selection of pre-recorded voiceboxes with animal noises and messages such as "I love you". Or customers can record their own messages.

Mrs Waugh said: "We have a line of sentry boxes in the store, acting as little sound booths. Each recording lasts ten to 20 seconds, more than enough time to put across quite a lengthy message.

"People can be very shy about speaking into the voice box but they can keep re-recording their message until they are happy with it and the booths offer some privacy."

Mrs Waugh said: "Customers can also choose how much they would like the toy stuffed depending on whether they want a baggy effect or a pumped-up teddy."

After stuffing, the teddies are taken to the stitching table.

Mrs Waugh said: "Every teddy is given a red satin heart before being sewn up. The children think this is wonderful and many of the adults can be just as overcome.

"There's been a few with tears in parents' eyes when we have put the hearts in.

"Once stitched closed, the bear is ready to go."

The original Bear Factory opened in the famous Hamleys toy shop in London in the late-Nineties.

It was an instant success and branches are now being planned for around the country.

The Brighton store opened in time to catch the tail-end of the school holidays.

Mrs Waugh said: "Watching the children watching the bears being born gives instant job satisfaction. It's the most fantastic job in the world and everybody wants to work here."

Prices for bears start at £14.99, with voice boxes and an extensive teddy wardrobe selection costing extra.