"We're riding the wave of Proust's madeleine": Diddl to return soon

Article reserved for subscribers

Fifteen years after its withdrawal from the market, the white mouse with pink paws that enlivened schoolchildren's playtimes in the 2000s is back from October 1st.

64 Diddl products will be returning, including the famous scented leaves and envelopes. (Kontiki)

It was our older cousin who gave us hers. Carefully stored in a binder. So, when it came to exchanging these Diddl scented sheets of paper in the playground , we often passed our turn, fetishizing our family heirloom. Then, they went out of fashion. Invented and designed for the first time in 1990 by the German Thomas Goletz, the white mouse was withdrawn from the market in 2010. After fifteen years of absence, one of the distributors at the time, Kontiki, announced in January the marketing of a new collection starting October 1st in France: "Diddl is back." For Wallonia, it will be October 15th.

Since then, it has been "a media washing machine" for the French online toy store, its sales director, Emmanuel Bureau, tells us. However, in 2016, another distributor, United Label, tried it and failed. " A mistake