John Kirby Farnell was a London firm which produced the first UK teddy bear in 1906 and rapidly became one of the leading toy teddy bear manufacturers, registering the Alpha TM in 1925.
The bears were very expensive because Farnell used high quality materials only to make their "Alpha Bears", which they made to the 1930s.
At first, teddy bears made by Farnell were unmarked. From 1925 the company used a round card disc -attached to the chest of the bear- with a metal rim marked "Alpha Made" to identify them.
What's it worth? Take a look at this Alpha Farnell price guide: sold listings for a value indication.