Press release

Diddl® is back

The WARIMEX Group is the new licensee and will bring Diddl® back to the German market in 2026, as well as to 15 other countries.

The WARIMEX Group is an internationally active production, trading, and licensing company headquartered in Neuried, Baden-Württemberg, and boasts decades of experience in building strong consumer goods brands. Its product range comprises one of the world's largest selections of brands in the areas of high-quality cookware, kitchenware, cosmetic care products, textiles, accessories, and small electrical appliances, supported by a global network of established suppliers.

With the acquisition of the license, WARIMEX aims not only to bring back an iconic brand, but also to further develop it in terms of content, quality, and technology. In close collaboration with Thomas Goletz, a contemporary relaunch of Diddl® is being created, consistently combining design, product quality, and responsible manufacturing. The focus of the new Diddl® collections is clearly on the use of recycled materials. Sustainable raw materials are an integral part of the product strategy and shape development, material selection, and implementation. In this way, the Diddl® brand DNA is preserved while simultaneously being expanded to meet modern quality and sustainability standards.

Diddl today – a feeling that lingers

Today, more than ever, Diddl® stands for security, stability, and warmth. In a fast-paced and often uncertain world, the brand creates emotional anchors: moments of peace, smiles, and well-being. Diddl® makes the world more colorful and beautiful, awakens trust, and invites us to dream again. The product range is uniquely positioned and conveys warmth and reliability.

From cult product to contemporary brand

The relaunch significantly expands the classic Diddl® product range. In addition to school supplies, plush toys, and gift items, the brand now also includes current trend products, a complete cosmetics line, additional household and electrical goods, as well as everyday essentials. The focus is on quality, improved ingredients, and innovations that meet today's expectations for responsible products.

Design with collectable value

Diddl® thrives on diversity and change. Each collection is released as a limited edition and is not reproduced. The product range is complemented by themed special editions, for example, for seasonal occasions or specific themes. This deliberate limitation gives the products a special value and consistently reinforces the collectability of the brand.

Production with high standards

Production takes place in Germany, Europe, and the Far East. High quality standards, reliability, and controlled manufacturing processes are paramount. Production partners are carefully selected and engaged for the long term.

Two target groups, one shared history

The relaunch is deliberately aimed at two target groups: nostalgic collectors who grew up with Diddl® and are often parents themselves today, and new, young consumers. The designs are generally more modern than before and are adapted to the specific target groups. The product range also differs in some respects between adults and children.

This intergenerational relaunch fosters closeness and connection. Shared mascots and familiar motifs invite everyone to share in the joy of Diddl®'s smile – a bonding moment that is especially precious today.

Availability and sales launch

The new product range will be presented at a grand opening at the Nuremberg Toy Fair starting January 27, 2026 (Hall 2, Booth F-05). Retailers can place their initial orders there, as well as via the central retailer shop at www.diddl.shop. The products will be available to consumers through selected specialty and gift retailers, as well as stationery and toy stores. The planned sales launch is July 6, 2026.

The creative origin

Thomas Goletz is the creator of the iconic character Diddl® and a versatile creative professional with a background as an illustrator, graphic designer, and artist. He created Diddl® in 1990 and, together with his wife, developed the creative design and content strategy of the brand over two decades, transforming it into an international phenomenon with over 20,000 products in nearly 30 countries. In addition to design and illustration, Goletz was also responsible for music, exhibitions, shows, and multimedia content related to the Diddl® world. To this day, he remains involved with Diddl® as its creative force and rights holder, significantly shaping the brand's continued development.