The new Diddl collection has just been launched after more than 10 years! We spoke to Melina, Shop & Event Marketing Manager and Sven, Store Manager at the duo flagshipstore, and discussed what makes specialist retail so special and how Diddl fans are flocking to their shop.

What makes your shop special? Melina: We’ve been bringing together communities and collectable themes in one place since 2022. We don’t just sell products; we also bring together people who share the same interests. Our shop is a hub for fans and collectors. For example, we organise Hot Wheels and Pokémon swap meets, and we’d also like to organise a Diddl swap meet in the future. It’s important to us to bring together people who are particularly passionate about a particular theme in one place. Sven: We counter online retail with the in-store shopping experience: the look and feel of the products, the personal advice we provide, and the chance to meet other customers. The door is open; you don’t have to accept cookies – and all of this is part of an experience that no online shopping basket can replace. People should have fun when they walk through the shop.

What sets you apart from other specialist retailers? Sven: Our concept brings together several shopping worlds under one roof. We don’t just stock collectables, toys and stationery, but also have a large party section with decorations, costumes and everything else you might need. On top of that, we stock well-known brands for school supplies as well as products for anyone who enjoys being creative.

There’s just been the big Diddl relaunch. How long have you had Diddl in-store? Melina: We were lucky enough to be the only shop in Germany allowed to hold a pre-release. That meant we could start selling Diddl as early as the Saturday before the official launch. Diddl has been with me ever since the school playground, right through my school days. You’d pop down to the newsagent’s in the morning, pick up the ‘Käseblatt’ and take your sheets – and, if you were lucky, your folder too – to school in your rucksack. Then, during the long break, you’d head straight to the table tennis table to swap them. Sven: For me, Diddl is naturally linked to personal memories too. I first came across it back in the 1990s – initially through my girlfriend, who collected Diddl, and later through my daughter. I bought Diddl products for her as well, and she spent her pocket money on them too. The brand has been a part of my life ever since.

What makes Diddl attractive to you as retailers? Melina: What makes it special is that Diddl aims to support specialist retailers, and its products are mainly available in specialist shops. For us, this is a great opportunity to set ourselves apart from large chains and online retailers. Sven: Diddl is particularly attractive to us because the brand deliberately focuses on specialist retailers and appeals to several generations. At the same time, Diddl thrives on the experience of discovering products in person and experiencing the brand’s world in-store – that’s exactly what creates added value compared to purely digital shopping.

For those who still have a folder full of Diddl sheets at home: might you now be sitting on a fortune? How much could such an old folder be worth? Melina: It could easily be several hundred euros – depending on the condition of the collection and which product is currently in high demand amongst collectors. Because the hype is so huge at the moment, you’ll probably find plenty of interested buyers. There are communities of Diddl fans who get together to swap, collect and meet up. You can also find items or offer your collection for sale at flea markets or on online platforms. We’ll also be hosting our own Diddl sheet swap event soon at the duo flagshipstore, which we’re really looking forward to.

Who is currently buying Diddl products – is it mainly younger or older people? Melina: At the moment, it’s mainly collectors from the 1980s and 1990s who grew up with Diddl. But it’s particularly exciting to see how quickly their enthusiasm spreads to the next generation when they bring their children along. Sven: Then the children scratch a sheet and say, absolutely thrilled: ‘Mum, it really does smell like chewing gum!’ We see similar effects with other brands too, such as Pokémon. When parents find something cool, the next generation often discovers it for themselves – though in a completely new way and in their own style.

What is the best-selling Diddl product? Are new products released regularly? Melina: Naturally, the scented notepads were the first to sell out. Many people had been waiting for these since their school days. The first collection featured four different scents. After that, the soft toys were particularly in demand. Lots of people simply want to have a little Diddl mouse at home. At the moment, our range mainly consists of stationery. Diddl releases its products in collections. As with other collectables, there are various waves of releases. The next wave is coming at the end of September with the Christmas collection. The products are also produced in limited quantities. So when a new drop comes out, you have to be quick.

What was the strangest or most touching Diddl story you’ve experienced in the shop? Melina: The strangest was probably the story of a customer from Denmark. She travelled nine hours from Copenhagen for our pre-launch event, was caught on speed cameras three times on the way, and then queued for another three hours. She didn’t have a shopping basket with her, but a suitcase.

Finally: What’s your favourite spot at Potsdamer Platz? Melina: I think my favourite spot is the Piano See. I’ve spent quite a few lovely lunch breaks and evenings there. I’m particularly fond of the turtles. Sven: My favourite spot is the historic traffic light at the top of Potsdamer Platz. For me, it links a touch of modernity and the development of the area with the old, because it’s always been there. That’s why I find it so special.