Star of the schoolyards
The DIDDL mouse is supposed to re-conquer France
Large ears, gigantic feet-that is the Diddl mouse. The cult figure of the 1990s and 2000s has become quiet in recent years. Now diddl celebrate her comeback.
It adorns pencil case, fragrant stationery and pens: The Diddl mouse has been back in retail since Wednesday-at least in France.
When the products with the large-eared cartoon character had cult status in the 90s and early 2000s, “the fans were about ten years old. 20 years later they were in their mid-30s, so potentially mothers,” said Emmanuel Bureau, commercial manager of the company Kontiki from Lyon, the AFP news agency. He therefore hopes for success.
DIDDL was the star of the schoolyards for a long time
Kontiki was founded in 1994 for the distribution of the DIDDL products in France. Until 2005, the company only sold products with the mouse. In the best years, 2004 and 2005, Kontiki made sales of 63 million and 67 million euros, said Bureau.
“Diddl was the star in the schoolyards for a long time.” At some point, as with any fashion phenomenon, there was “a certain fatigue”. The last DIDDL product was sold in 2010.
About ten years later, Bureau decided to revive the brand in its original version. He relies on the current nostalgia for the 90s and 2000s. Bureau contacted the creator and draftsman of the mouse, Thomas Goletz for the new edition.
The cooperation has emerged a first collection of 64 articles, which ranges from plush animals to jewelry boxes and this week is sold in 1800 retail stores in France and in the southern part of Belgium.
Diddl mouse should increase sales
In the stationery shop La Papéthèque Herriot in Lyon, the Diddl-Maus is big: “We ordered the big display with the maximum that we can have,” says Managing Director Christian Favre. “It will be a big event.”
Kontiki also hopes that. The company made around 13.5 million euros in turnover last year-the Diddl mouse is supposed to raise this number again. This year she already brought Kontiki eight million euros in turnover. “This means enormous growth for us,” says Bureau. The next collection is already in preparation, the products are to be retired in September 2026. “If the children take part, we may be there again for a few years.”
AFP
RW
Source: Stern
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
