Diddl is back, with gloss, pens, and scented paper!
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After the craze for Sonny Angel figurines and the Labubu, nostalgia marketing is once again conquering hearts and wallets with an event we all secretly dreamed of… The grand return of the most famous mouse of the 90s – early 2000s, with the Diddl is back collection! 11 years after the brand’s discontinuation, the character and its friends have made a grand return this month, in stationery stores and toy shops. Between signature products and new arrivals, we know we are surely going to crack…
How did Diddl become the emblem of 90’s kids’ childhood?
If you were born in the 90s, there’s a strong chance you spent part of your recess, binder under your arm, running your Diddl scented paper business! Between stationery kits, plush toys, backpacks, and other merchandise, this mouse quickly established itself as the mascot of an entire generation, sparking “Diddl-mania”. Even today, stumbling upon a notepad or a glitter pencil instantly gives us a madeleine de Proust effect.
The story of a mouse and her friends who conquered the world
Before decorating our rooms from wall to ceiling, as well as every item in our backpacks, Diddl first appeared on postcards. Created in 1990 by German illustrator Thomas Goletz, the mouse (initially drawn as a kangaroo then as a white gerbil) was first printed on postcards by the company Depesche, before expanding to a wide range of stationery and much more in response to the character’s success. Thus, a whole team of illustrators was formed to meet the growing demand from the public, worldwide. It is noted that about thirty countries were distributing the brand in 2004!
But beware, this phenomenal success was not solely based on Diddl! Over the years, the mouse introduced us to her many friends (including Diddlina, his girlfriend). And of course, all were cuter than the others, each with their own personality, story, and connections to other characters. Among this joyful troupe, I can mention, from my era, Pimboli (bear, 1998), Bibombl (dog, 2005), or Galupy (horse, 2002), Wollywell (sheep, 1996), and Mimihopps (1999).
Our daily life, Diddl version
The evolution of the Diddl brand over the years is quite fascinating to observe. Indeed, starting from simple postcards, the brand managed to build a real “empire” by offering an extremely wide range of products that sold like hotcakes.
The recipe for this success can be explained, on one hand, by the sympathy capital of all these characters, imagined with a very strong storytelling. But also, the sold products combined both practical, playful, and cute/trendy aspects.
Indeed, all ranges of stationery, leather goods, tableware, and textiles fit perfectly into our daily lives (and thus were justifiable to buy, especially at very reasonable prices). And aside from their cute aesthetics, filled with glitter and colors, their design made them “avant-garde” and incredible (erasers shaped like lipstick, pencils or pastels with multiple colors or leads in one tube, magic pens to reveal invisible drawings on scented sheets…). It was one enchanted universe!
And on top of these many strengths, there was also the “collection” aspect, inseparable from the success of Diddl scented sheets. (Mine are still categorized in binders today!).
I still remember all those trips to stationery shops, dreaming in front of the pads of sheets or pencil cases and plush toys. And the joy felt during birthdays and Christmas when a plush toy appeared behind the wrapping paper: a magical time!!
The mouse’s popularity was such that she even became the star of her own magazine in the 2000s: the Diddl Magazine (to which I was, of course, subscribed!)
Diddl is back in stores and in our hearts!
Unfortunately, being strongly linked to a generation, the Diddl brand gradually lost its audience, which had grown too large. Closed in 2014, the brand made a timid return between 2016 – 2020 before going on standby… And now returning this autumn 2025!
Clearly inspired by the power of nostalgic marketing observed in recent years, the mouse is determined to win back its former loyal fans and perhaps attract a new target audience, with its Diddl is back collection! Unveiled in early October by the brand Kontiki and various retailers, it brings together classics (including peach-scented products) as well as new creations (chocolate-scented), all in a back-to-school spirit.
Between pens, notebooks, diaries, jewelry boxes, pencil cases, gloss, writing kits, coloring books, and other scented sheets… Sales exploded right at launch! And of course, some products are in limited editions!
Dive back into the universe via the website Diddl France!
Photos: Pinterest
