Where to Find Breyer This Holiday Season
A guide to nearly 100 physical retailers across 39 states!
Scandinavia has many modern Christmas traditions that are woven into the fabric of their cultural history and draw from ancient pagan traditions. One of the most recognizable and enduring of these is the Swedish Julbock, or the Yule Goat, which is an ornament made from bundled straw and traditionally tied into shape with red ribbon.
While the exact origins are not clear, it is believed that this tradition evolved in parts of Scandinavia as a connection to the Norse god Thor, whose cart was pulled by two goats – Tanngrisnir and Tanngnjóstr – and was (in addition to being the Norse god of thunder) the Norse god of farming and fertility. To honor Thor for a bountiful growing season, the last sheaf of grain was bundled after the final harvest and saved for the Yule celebrations.

Today, the Yule Goat is an iconic Scandinavian Christmas tradition, tying the region’s historic past with the present. Gävle, Sweden is home to the most famous Julbock – a 42-foot-tall straw masterpiece that was first erected in 1966 as a tourist attraction and is the world’s largest straw goat. An astonishing 42 of the last 59 goats have been destroyed over the years, either by fire or vandalism (and in 2023 was almost completely dismantled by the local birds), so the Gávle Goat is now under 24-hour security and surveillance. You can watch here!
There are plenty of other Nordic Yule and Christmas traditions that we haven’t covered this month, so let’s hear about your favorite in the comments!
We want to wish all our readers a very joyful Yule and Winter Solstice this weekend and we will see you right back here on the BreyerFest Blog next week for some important information!

A guide to nearly 100 physical retailers across 39 states!
A collection of exclusive models is now arriving at Tractor Supply's website just in time for the holiday season!
We're making room for exciting new 2026 additions!
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