Press release
Diddl® is back
The WARIMEX Group is the new licensee and will be bringing Diddl® back to the German market and to a further 15 countries in 2026.
The WARIMEX Group is an internationally active manufacturing, trading and licensing company based in Neuried, Baden, with decades of experience in building strong consumer goods brands. Its product range comprises one of the world’s largest selections of brands in the sectors of high-quality cookware, kitchenware, cosmetics and personal care products, textiles, accessories and small electrical goods, supported by a global network of established suppliers.
By acquiring the licence, WARIMEX aims not only to revive an iconic brand, but also to further develop it in terms of content, quality and technology. In close collaboration with Thomas Goletz, a contemporary reimagining of Diddl® is being created, which consistently combines 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 whilst being enhanced to meet contemporary quality and sustainability requirements.
Diddl today – a feeling that lasts
Today, more than ever, Diddl® stands for a sense of security, consistency and warmth. In a fast-paced and often uncertain world, the brand provides emotional anchors: moments of calm, smiles and a sense of well-being. Diddl® makes the world a more colourful and beautiful place, inspires trust and invites us to dream again. The range is uniquely positioned and conveys warmth and reliability.
From cult product to contemporary brand
The relaunch significantly expands the classic Diddl® range. In addition to school supplies, soft toys and gift items, the brand now also includes the latest trend products, a complete cosmetics range, additional household and electrical goods, as well as everyday essentials. The focus is on quality, improved ingredients and innovations that meet today’s expectations of responsible products.
Design with collectable value
Diddl® thrives on diversity and change. Each collection is released as a limited edition and is not reissued. The range is complemented by themed special editions, for example to mark seasonal occasions or specific thematic worlds. This deliberate limitation lends the products a special value and consistently upholds the brand’s collectable character.
Production to 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 involved on a long-term basis.
Two target groups, one shared history
The relaunch is deliberately aimed at two target groups: nostalgic collectors who grew up with Diddl® and are now often parents themselves, as well as new, young consumers. Overall, the designs are more modern than before and are tailored to each target group. The product range also differs in some respects between adults and children.
This cross-generational relaunch fosters a sense of closeness and connection. Shared mascots and familiar motifs invite people to share in the joy of the Diddl® characters’ smiles – a unifying moment that is particularly valuable today.
Availability and launch date
The new range will be unveiled at a grand opening at the Nuremberg Toy Fair from 27 January 2026 (Hall 2, Stand F-05). Retailers can place their first orders there, or via the central retailer shop at www.diddl.shop. For consumers, the products will be available from selected specialist and gift retailers, as well as stationery and toy shops. The planned launch date is 20 July 2026.
The creative origins
Thomas Goletz is the creator of the cult character Diddl® and a versatile creative with a background as an illustrator, graphic designer and artist. He created Diddl® in 1990 and, together with his wife, spent over two decades developing the brand’s creative design and content direction, turning it into an international phenomenon with over 20,000 products in almost 30 countries. In addition to design and illustration, Goletz was also responsible for music, exhibitions, shows and multimedia content relating to the Diddl® world. To this day, he remains involved with Diddl® as its creative director and rights holder, playing a key role in the brand’s ongoing development.