staedtler is a German manufacturer of writing, drawing, colouring, technical-drawing, and modelling products. Headquartered in Nuremberg, Germany, the company is one of Europe’s major stationery manufacturers and is particularly well known for its pencils, coloured pencils, fineliners, markers, technical drawing instruments, and FIMO modelling clay. The company traces its origins to 1835, when Johann Sebastian Staedtler established his pencil factory in Nuremberg.

Today, staedtler operates internationally, with representatives on every continent and a presence in more than 150 countries. Its products serve everyone from schoolchildren and everyday stationery users to professional artists, designers, architects, engineers and industrial customers.

The figures above are primarily from staedtler’s published company information; some older company pages contain historical figures that differ because the company’s manufacturing footprint and workforce have changed over time.

staedtler’s history goes back considerably further than the 1835 foundation date. The company’s own historical records trace the Staedtler family’s pencil-making tradition to Friedrich Staedtler, who lived in Nuremberg in the 17th century. From around 1662, Friedrich Staedtler manufactured wood-cased graphite pencils and became the first German pencil maker to be documented in writing.

The Staedtler family continued working in the pencil trade for generations. This eventually led to Johann Sebastian Staedtler (1800–1872), who became the key figure in establishing the modern company.

Johann Sebastian Staedtler

Johann Sebastian Staedtler was the son of Nuremberg pencil manufacturer Paulus Staedtler. He learned the manufacture of graphite and red-chalk pencils and subsequently experimented with improving coloured drawing pencils.

In 1834, he developed a wood-cased red coloured pencil that could be sharpened to a fine point like a graphite pencil while producing a consistent colour and adhering well to paper. This development is considered by staedtler to be a pioneering step in the history of the modern wood-cased coloured pencil.

On 9 October 1835, Staedtler received permission to operate a factory. His company, J.S. Staedtler, initially produced improved red-chalk pencils and graphite pencils and subsequently expanded into coloured pencils. By 1844, pencils in additional colours were being produced. This 1835 foundation is the origin date used by the modern STAEDTLER Group.

One of staedtler’s most important historical contributions was the development and industrial production of wood-cased coloured pencils. In the 19th century, coloured drawing materials existed, but many were comparatively brittle or difficult to sharpen. Staedtler’s innovation combined a coloured core with a wooden casing, making the instrument behave much more like an ordinary pencil.

staedtler subsequently developed a broad range of colours. Its early Creta Polycolor coloured-pencil brand eventually offered 100 colours. The company’s surviving 1860 catalogue already included colours with names such as “English Dark Red,” “Sea Green” and “Azure Blue.” This was an important step in transforming coloured pencils from specialist drawing tools into everyday creative products.

Although staedtler originated as a Nuremberg pencil manufacturer, international expansion began relatively early. In 1853, J.S. Staedtler exhibited at the New York World’s Fair, helping introduce its products to an international audience. By the following decades, its products were being sold in countries including Austria, France, England, Italy, Russia, America and parts of the Middle East.

staedtler’s historical records state that at one point 54 employees produced more than two million pencils, illustrating the scale that the company had reached during the 19th century.

Nuremberg remained central to the business. In fact, the name Noris—one of staedtler’s best-known product families—references Noris, a historical/common name associated with Nuremberg.1

staedtler eventually evolved from a traditional pencil manufacturer into a much broader writing and creative-materials company. Its modern product portfolio covers:

• Graphite pencils
• Coloured pencils
• Mechanical pencils
• Pencil leads
• Erasers
• Sharpeners
• Fineliners
• Ballpoint pens
• Fountain pens
• Fibre-tip pens
• Highlighters
• Permanent markers
• Whiteboard markers
• Paint and chalk markers
• Technical drawing pens
• Compasses
• Rulers and set squares
• Drawing boards
• Artist pencils and pens
• Modelling materials
• Digital styluses and related products

Consequently, it is more accurate to think of staedtler today as a complete stationery, drawing and creative-products group, rather than simply a pencil brand.

Noris

Noris is arguably one of staedtler’s most recognizable product families. The classic Noris pencil is famous for its yellow-and-black striped design. staedtler introduced the iconic striped branding in 1934.

The Noris range has expanded far beyond the traditional graphite pencil and currently includes products such as:

• Graphite pencils
• Coloured pencils
• Fibre-tip pens
• Children’s products
• Erasers
• Sharpeners
• Crayons
• Wax products
• Watercolour products
• Compasses
• Scissors
• Modelling materials

Noris is particularly strongly associated with school and everyday stationery.

Mars

The Mars family represents staedtler’s more professional and technical side. staedtler registered the Mars brand around 1900, beginning a long-running product identity associated with professional writing and drawing products.

One of its most famous products is the Mars Lumograph, a high-quality graphite pencil widely used for drawing, sketching, technical work and artistic applications. The Mars family has also included products such as:

• Graphite pencils
• Technical drawing products
• Erasers
• Pencil accessories
• Mechanical-pencil products
• Technical writing instruments

Lumocolor

Lumocolor is staedtler’s marker and writing-instrument family. It encompasses products for applications such as:

• Permanent marking
• Non-permanent marking
• Whiteboards
• Overhead transparencies
• Flipcharts
• General-purpose writing
• Special-purpose marking

The Lumocolor family dates back to the 1960s, when staedtler introduced its Lumocolor products. Lumocolor helped establish staedtler as something more than a traditional pencil manufacturer.

Pigment liner

The pigment liner is one of staedtler’s important fine-line drawing products. staedtler introduced the Marsgraphic pigmentliner 308 in 1988, targeting users who needed particularly fine and precise lines.

Today pigment liners are particularly popular among:

• Artists
• Illustrators
• Architects
• Designers
• Technical drawers
• Students
• Journalers and stationery enthusiasts

triplus

The triplus family represents staedtler’s ergonomic writing philosophy. Its triangular shape was introduced as part of staedtler’s ergonomic product development in the 1990s, with the triplus concept becoming one of the company’s recognizable modern designs. The range includes writing pens and fineliners designed around comfortable handling and long periods of use.

One of the most interesting parts of staedtler’s portfolio is FIMO, the modelling-clay brand. FIMO did not originally begin as a staedtler invention. The material’s history goes back to Sophie Rehbinder-Kruse, daughter of the famous German doll maker Käthe Kruse. Beginning in the late 1930s, she experimented with modelling material for doll heads. In 1954, an oven-hardening modelling material was introduced under the name FIMOIK.

From 1964, the material was sold under the name FIMO by Eberhard Faber. staedtler acquired Eberhard Faber GmbH in 1978, thereby acquiring the rights to the modelling material. staedtler has sold FIMO under its own trademark since 2009.

Today FIMO is a major part of staedtler’s creative portfolio, with product families including:

• FIMO soft
• FIMO professional
• FIMO effect
• FIMOair
• FIMO kids
• FIMO accessories

This makes staedtler unusual among traditional stationery manufacturers: it competes not only in writing and drawing but also in three-dimensional modelling and craft materials.

staedtler has a long association with professional and technical drawing. Its technical product portfolio includes:

• Technical pens
• Drawing ink
• Rulers
• Set squares
• Lettering guides
• Geometry sets
• Drawing boards
• Compasses

This gives the brand a significant connection with architecture, engineering, drafting and design education. Historically, this technical orientation helped differentiate staedtler from brands focused primarily on consumer writing instruments.

staedtler also has a substantial artist-oriented portfolio. Its current art range includes:

• Artist graphite pencils
• Artist coloured pencils
• Artist fineliners
• Artist ink pens
• Brush pens
• Drawing accessories
• Specialist artist tools

Products such as Mars Lumograph, coloured-pencil ranges and pigment liners have helped establish staedtler among artists and illustrators. In recent years the company has continued expanding its dedicated artist offering, including the staedtler Artist Series.

A defining element of staedtler’s visual identity is the Mars head. The Mars head has been associated with staedtler for more than a century, although its design has changed over time. Today, the blue Mars head functions as the company’s logo and trademark. staedtler associates it with inventiveness, creativity, inspiration and the courage to turn ideas into reality.

The company’s current positioning uses the phrase:

“Head of ideas”

The idea behind the positioning is that staedtler does not merely want to manufacture stationery; it wants to help people turn their ideas into something tangible. This explains why the company markets products across such different areas—from children’s pencils to professional technical drawing instruments and artist materials.

German manufacturing remains an important part of staedtler’s identity. The company currently reports six manufacturing sites worldwide, including four in Germany. It also reports an approximately 75% export rate from Germany.

staedtler therefore combines a traditional German manufacturing identity with a global production and distribution network. The company’s international organization includes affiliated companies in 25 countries, while its products reach markets in more than 150 countries.

An unusual characteristic of modern staedtler is its ownership structure. Since 1997, all shares of the STAEDTLER Group have been held by the STAEDTLER Foundation, a public foundation under civil law.

The foundation supports areas including:

• Scientific research at German universities
• Innovative research and projects
• Cultural projects in the Nuremberg metropolitan region

Its guiding principle is “Ideas and Knowledge: The Capital of Tomorrow.” This means staedtler is not simply a conventional publicly traded consumer-goods company.

Sustainability has become an increasingly important component of staedtler’s corporate strategy. The company says its sustainability efforts focus on:

• Efficient manufacturing
• Logistics
• Responsible material selection
• Wood sourcing
• Plastic use
• Raw-material procurement
• Transportation

staedtler states that its woods are certified through PEFC or FSC systems. It also owns a 1,200-hectare FSC-certified plantation in Ecuador, where it says biodiversity is promoted.

One notable product-development initiative is its “Made from Upcycled Wood” products, which use wood residues that would otherwise be discarded. Some of these products carry TÜV Rheinland’s environmental “Green Product” mark.

staedtler is no longer positioning itself solely around traditional stationery. In 2025, the company’s executive board presented a new corporate growth strategy called “Go Beyond.” The board consisted of Matthias Greiner (CEO/CFO), Dr Konstantin Czeschka (COO), and Hannes Marohn (CSMO).2

The strategy reflects staedtler’s attempt to expand beyond its traditional core while maintaining its identity around creativity, writing and ideas. Its current product launches span areas such as:

• Artist materials
• Children’s creative products
• Digital writing
• School stationery
• FIMO
• Technical products
• Sustainable products
• New pencil technologies

The company’s newsroom lists recent initiatives including NORIX, new artist products, expanded Noris junior, a refreshed triplus, and new FIMO products.3

staedtler occupies an interesting position between several types of stationery companies.

Compared with mass-market stationery brands

Brands such as ordinary school-supply manufacturers tend to focus heavily on inexpensive everyday products. staedtler does this as well, particularly through Noris, but also has a much stronger professional and technical heritage.

Compared with premium Japanese stationery brands

Japanese brands often compete heavily around fine writing feel, notebooks, pens and sophisticated consumer stationery. staedtler’s identity is more strongly rooted in pencils, drawing, colouring, technical drawing and German manufacturing.

Compared with artist brands

Professional art brands tend to concentrate on artist materials. staedtler overlaps with them through products such as artist pencils, coloured pencils and pigment liners, but also has a much broader school and general-stationery portfolio.

Compared with craft brands

Through FIMO, staedtler also competes in modelling and craft materials.

In other words, staedtler’s competitive advantage is arguably its breadth: one company can serve a child learning to draw, a student writing notes, an architect drafting plans, an illustrator creating artwork and a hobbyist making FIMO jewellery.

4

There are several things that make staedtler particularly interesting as a brand.

1. Extraordinary longevity.
The company traces its craft tradition to the 17th century and its modern corporate foundation to 1835. That gives it nearly two centuries of continuous corporate history.5

2. Strong pencil heritage.
Unlike many diversified stationery companies, pencils remain central to staedtler’s identity.

3. The coloured-pencil connection.
Johann Sebastian Staedtler’s 19th-century development helped establish the wood-cased coloured pencil as a practical creative instrument.6

4. Combination of school, professional and artistic markets.
Noris can serve schoolchildren, while Mars, pigment liner and technical-drawing products target professionals and artists.

5. FIMO diversification.
FIMO gives staedtler a strong presence outside traditional writing instruments.

6. German heritage with global reach.
Nuremberg remains its headquarters, while the company operates internationally in more than 150 countries.

7. Foundation ownership.
Its ownership by the STAEDTLER Foundation since 1997 makes its corporate structure distinctive.

staedtler can best be understood as a historic German creativity and stationery group whose origins are in pencil manufacturing.

Its story begins with the Staedtler family’s pencil-making tradition in Nuremberg, develops into Johann Sebastian Staedtler’s 1835 factory, and then expands from pencils into coloured pencils, technical drawing, writing instruments, markers, artist materials and modelling products.

The brand’s most recognizable names—Noris, Mars, Lumocolor, triplus, pigment liner and FIMO—cover remarkably different parts of the creative process.

Today, staedtler is therefore much more than “a pencil company.” It is a global stationery, art, technical-drawing and creative-materials manufacturer, with German heritage at its core and a stated mission of helping people transform ideas into reality. Its current brand philosophy, “Head of ideas,” essentially summarizes this evolution: from making pencils to providing tools for virtually every stage of creating, drawing, writing and designing.

1. STAEDTLER: Aus Leidenschaft für Kreativität | STAEDTLER SE
2. Borracha
3. outlet desconto
4. History
5. Historie
6. 会社概要・沿革│ステッドラー日本〖公式サイト〗