History
Diddl is an iconic little mouse, created in 1990 by the German illustrator Thomas Goletz. The merchandise associated with Diddl first gained great success in Germany before expanding internationally, particularly in the 1990s and 2000s.
Origins of Diddl
Diddl’s story began when Thomas Goletz sketched the mouse as part of a personal project. The character is depicted as a cheerful and optimistic mouse, with a round body and large ears.
Very quickly, Diddl became a popular symbol, thanks to its cute appearance and its sweet and playful personality. The name “Diddl” comes from an affectionate and fun diminutive, evoking the image of a charming and endearing little character.
Expansion
Diddl was not limited to illustrations. The brand expanded into a wide range of products, including postcards, bags, plush toys, and planners. These merchandise items became massively popular in the 1990s and 2000s, with millions of products sold worldwide.
Diddl’s universe includes several secondary characters, such as his companion Diddlina, as well as friends like the horse Loupsily, the little bear Pimboli, and the rabbit-fox Mimihopps. These characters helped diversify the stories and product lines.
Legacy
Although Diddl was extremely popular in the 1990s and early 2000s, the brand gradually lost its prominence over time.
Today, Diddl is often considered a nostalgic character from the 90s, a symbol for collectors of memorabilia from that era. Original drawings and merchandise remain highly sought after by fans of the Diddl universe.
In summary, Diddl is an emblematic figure of the 90s, a lovable little mouse that won the hearts of many young people around the world with its soft and colorful universe.
Why Relaunch Diddl Now?
Diddl is an iconic brand that left a lasting impact on a generation with its lovable characters and unique universe. After almost 20 years away from the market, Diddl is making a comeback to the delight of nostalgic fans, while also appealing to a new generation.
This relaunch is part of a strategic approach aimed at capitalizing on the brand’s popularity, market trend developments, and current digital opportunities (with 52 six-minute films in the works).
The Power of Nostalgia
Other 90s brands, like Tamagotchi, are making a comeback. Reviving the brand allows us to capitalize on this nostalgia while modernizing it to attract younger generations who didn’t experience Diddl’s rise in the 90s and 2000s.
The revival of Diddl presents an opportunity to reconnect with a loyal audience while attracting new generations. It is essential to implement a cohesive strategy that combines nostalgia and modernity to reestablish Diddl as a key brand in the merchandise market. By considering market trends and consumer expectations, we can turn this relaunch into a true success.
An intergenerational target audience
Diddl benefits from a fan base that spans multiple generations: those who grew up with the brand are now between 30 and 35 years old and are at the right age to introduce it to their children.
Diddl is Back! products range
The extensive range includes plush toys made from recycled materials, decorative stationery, cosmetics, and small luggage items.
In short, it brings back the classics inspired by the golden age of the little mouse, featuring new designs and a continued desire to captivate fans of the brand.
Communication
To support the launch of Diddl, Kontiki organized an event at the Maison&Objet trade show on January 16, 2025.
We welcomed journalists and influencers and, with the help of a solid communication plan, worked to:
- Increase Diddl’s visibility
- Strengthen Diddl’s brand image
- Reignite the special bond with fans
Commercial Policy
Distribution through Specialists
Targeted Distribution Networks: Toys, Cultural Stores, Independent Retailers, Concept Stores, Bookstores/Stationery/Newsstands, …
Set Up
A standard setup costing €1500,00
There is the possibility to add additional items or include packaging for the products in the setup.
A complete setup costing €2500,00, granting access to the Gold Client status.
Firm purchase & restocking
No restocking available for the collection.
If successful, a new collection will be launched for the first half of 2026, along with a European launch.
30% deposit payable in April – Balance due upon delivery.
Communication Plan
Discovery Pack – Products
Plush Toys
Diddl, Diddlina, Pimboli, and Loupsily – high-quality plush toys available in three sizes.
Made entirely from recycled materials.
30cm Plush Toys
BE4012
Diddl – blue overalls 30cm
Packing : 4
BE4013
Diddl – pink overall 30cm
Packing : 4
BE4019
Diddlina – orange dress 30cm
Packing : 4
BE4020
Diddlina – Ballerina 30cm
Packing : 4
BE4025
Pimboli 30cm
Packing : 4
BE4028
Loupsily 26cm
Packing : 4
12cm Plush Keychains
BE4016
Diddl – salopette bleue 12cm
Packing : 6
BE4024
Diddlina – Ballerina 12cm
Packing : 6
BE4027
Pimboli 12cm
Packing : 6
BE4030
Loupsily 12cm
Packing : 6
Stationery
The timeless classics of our favorite mouse, updated to today’s tastes.
DID10001
10 colors 3D Pen Diddl
Packing : 24
DID10002
Erasable Twist Pen Diddl
Packing : 36
DID10003
2D erasable pen Diddl
Packing : 24
DID10005
Pencil Diddl
Packing : 24
DID10006
3D pencil case Diddl
Packing : 8
DID10007
Metal case+ 6 color pencils Diddl
Packing : 8
DID10008
Fidget pen Diddl
Packing : 24
DID10010
Letterhead set Diddl
Packing : 8
DID10011
A5 notebook with removable stickers Diddl
Packing : 12
DD10012
3D eraser set Diddl
Packing : 12
DID10013
Diary Diddl
Packing : 8
DID10015
Scented A5 Notepad Diddl (4 designs)
Packing : 12
DID10022
A5 Sticky Note Set Diddl
Packing : 8
DID10016
Scented A6 Notepas Diddl (6 designs)
Packing : 36
DID10018
A4 Coloring Book Diddl
Packing : 8
DID10020
3D lenticular Bookmark Diddl
Packing : 36
Luggage
The timeless classics of our favorite mouse, updated to today’s tastes.
DID40004
Plush Backpack Diddl
Packing : 2
DID40005
Plush PouchDiddl
Packing : 6
DID40006
3D Plush pencil case Diddl
Packing : 4
DID40007
Plush Pencil Case Diddl
Packing : 8
Accessories & Gifts
The timeless classics of our favorite mouse, updated to today’s tastes.
DID30001
Jewelry box with Digicode Diddl
Packing : 6
POS Furniture
Cardboard FSDU : 50€
Premium Pack – Products
The Premium Pack adds the following products to the Discovery Pack:
Plush Toys
Diddl, Diddlina, Pimboli, and Loupsily – high-quality plush toys available in three sizes.
Made entirely from recycled materials.
20cm Plush Toys
BE4014
Diddl – blue overall 20cm
Packing : 4
BE4015
Diddl – pink overall 20cm
Packing : 4
BE4021
Diddlina – orange dress 20cm
Packing : 4
BE4022
Diddlina – Ballerina 20cm
Packing : 4
BE4026
Pimboli 20cm
Packing : 4
BE4029
Loupsily 17cm
Packing : 4
12cm Plush Keychains
BE4017
Diddl – pink overall 12cm
Packing : 6
BE4023
Diddlina – orange dress 12cm
Packing : 6
Stationery
The timeless classics of our favorite mouse, updated to today’s tastes.
DID10004
Pompon pen Diddl
Packing : 16
DID10009
A6 Writing set Diddl
Packing : 8
DID10014
A6 notepad + Pen Diddl
Packing : 12
DID10017
A6 Shaped Notebook Diddl
Packing : 24
DID10019
3D Stickers Diddl
Packing : 12
DID10021
Diary with digicode Diddl
Packing : 6
Luggage
The timeless classics of our favorite mouse, updated to today’s tastes.
DID40001
Backpack Diddl
Packing : 2
DID40002
3D Pencil Case Diddl
Packing : 4
DID40003
Pencil Case Diddl
Packing : 8
Accessories & Gifts
The timeless classics of our favorite mouse, updated to today’s tastes.
DID30002
Figurine keychain Diddl
Packing : 24
DID30003
Hair brush Diddl
Packing : 12
DID30004
Mug Diddl
Packing : 6
Cosmetics
Timeless classic cosmetic products for girls who are fans of Diddlina
DID50001
Nail polish Duo Diddl
Packing : 8
DID50002
Lip Gloss
Packing : 12
DID50003
BFF Lip Gloss Diddl
Packing : 12
DID50004
Lip Gloss glitter pompon Diddl
Packing : 18
POS Furniture
Wooden furniture : 195€
POS advertising
