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The most popular mouse of the 2000s is back
We were just wondering what to do with our adult money...
January 25th, 2025
No one expected it, yet it’s official. The big star of 2000s schoolyards, Diddl, is making a dazzling comeback to French stationery stores this autumn. French distributor Kontiki announced the news on Instagram, teasing a “Diddl is back" collection to mark the occasion. Speaking to Les Échos, Pierre-Marin Calemard, CEO of Kontiki, explains: «We’re targeting two audiences: first, 2000s nostalgics, young adults, some of whom are now parents and can pass this on. And today’s children.»
Created in the 1990s by German illustrator Thomas Goletz, the little white mouse made its debut on postcards, quickly becoming a commercial success. But it was in the early 2000s that Diddl conquered French schoolyards, where students exchanged character-themed papers, sometimes scented with rose or cheese, each carefully stored in plastic sleeves, organized in Diddl binders. Children eagerly sought after all the merchandise: backpacks, piggy banks, jewelry boxes, plush toys, Nintendo DS games... the list goes on. By 2004, the brand was present in over thirty countries and achieved a turnover of 150 million euros, an unprecedented feat for a stationery company. A true phenomenon comparable to Hello Kitty or Pucca. However, after its big success, Diddl gradually fell off the radar. The brand, victim of its own saturation, slowly lost popularity, and its merchandise was pulled from shelves. Yet, the memories of Diddl never truly faded. Over time, 2000s nostalgics continued to reminisce about the lovable little mouse, and some even began collecting rare items, reigniting interest in this icon of their childhood.
Diddl’s comeback seems perfectly timed, as vintage culture is more popular than ever. Retro series and items are enjoying growing popularity, with brands leveraging this trend to capture consumers' attention. Diddl, a symbol of a bygone era yet still alive in collective memory, could benefit from a welcomed nostalgia effect, especially among young adults who are now parents and might want to share this world with their children. Kontiki has already announced several flagship products accompanying the mouse's return. From school supplies (notebooks, pens, backpacks) to home accessories, the collection seems aimed at a wide range of consumers, combining parental nostalgia with novelty appeal for today’s children. This strong comeback also marks a new era for the mascot, which may well become an inseparable companion for the youngest generations once again.