Toys - We Maje Days Summer Edition 2026: Diddl, Martinelia and Plus-Plus Showcase the Biggest Summer and Back-to-School Trends

By Mulder, Paris, Le Loft, 10 june 2026

For more than a decade, the events organized by WE MAJE have become essential gatherings for journalists, content creators, brands, and key players in the family, toy, gaming, and lifestyle industries. With the launch of the first-ever We Maje Days Summer Edition 2026, the agency expanded upon the success of its long-running Shopping Day concept to create a broader platform dedicated to highlighting the products, experiences, and trends that will shape the coming months. According to Anthony Mazelly, Founder and President of WE MAJE, the objective remains unchanged despite the evolution of the format: bringing together media, brands, and consumers through meaningful experiences centered on discovery, emotion, and shared moments. This new summer-focused edition reflects the agency’s continued commitment to identifying emerging trends while offering brands an opportunity to present their latest innovations before they reach the wider market.

One of the strongest themes emerging from the event was the growing importance of nostalgia-driven brands that successfully bridge generations. Rather than relying solely on heritage value, many companies are reinventing beloved properties for modern audiences while maintaining the emotional connection that originally made them successful. This approach was particularly evident in the return of Diddl, the iconic mouse character that became a cultural phenomenon across Europe during the late 1990s and early 2000s. For many adults, the name immediately recalls scented stationery collections, notebooks, and endless playground trades. Now, the brand is making a significant comeback with a comprehensive collection designed to appeal both to nostalgic parents and to a completely new generation of children discovering the universe for the first time.

The summer collection from Diddl places a spotlight on colorful stationery, backpacks, reusable bottles, and collectible plush toys featuring Diddl, Diddlina, and their friends. What makes the relaunch particularly noteworthy is the way the brand embraces contemporary design trends while preserving its unmistakable identity. Soft pastel palettes, floral motifs, and comforting character-driven storytelling align perfectly with the current demand for feel-good products that combine aesthetics with emotional value. Rather than simply reproducing the formulas of the past, the new collection demonstrates how a classic European brand can successfully reinvent itself for today's market.

The back-to-school lineup further reinforces that strategy. Agendas, school bags, pencil cases, scented writing pads, and creative accessories have been designed to transform the return to school into a more joyful experience. Particularly striking is the reintroduction of scented paper products, a category that helped define the original success of Diddl and remains deeply embedded in the memories of millions of fans. By reimagining these products for modern consumers, the brand successfully taps into nostalgia while offering children practical tools that encourage creativity, organization, and self-expression. It is a clever example of how heritage brands can remain relevant by embracing both emotional storytelling and contemporary functionality.

Another standout presentation came from Martinelia, the Spanish children's cosmetics brand created within the Aquarius Cosmetic group. Since its launch, Martinelia has steadily established itself as a major player in the children's beauty sector thanks to a formula that balances playful design with reassuring product standards. The products presented during the event showcased a colorful world filled with fantasy-inspired packaging, sweet fragrances, and imaginative themes that transform beauty routines into playful experiences. More importantly, the brand continues to emphasize safety and suitability for younger users, a factor that has become increasingly important for parents seeking age-appropriate cosmetic products.

The summer collection features playful lip glosses inspired by juice cartons, animal-themed nail polish sets, lip shimmer products, and accessories designed to stimulate imagination while remaining easy to use. What distinguishes Martinelia from many competitors is its ability to blur the line between beauty products and creative play. The brand understands that for children, makeup is often less about appearance and more about role-playing, self-expression, and fun. This philosophy is reflected throughout the collection, which prioritizes colorful packaging and interactive experiences over conventional beauty standards.

For the back-to-school season, Martinelia expands its offering with kawaii-inspired multicolor glosses, bath bombs, unicorn-themed beauty sets, and scented hand creams. The company also highlights its commitment to product quality through dermatologically tested formulations, water-based nail products that are easy to remove, and an increasing number of Cruelty Free and Vegan references. In a market where parents are becoming more selective about ingredient transparency and product safety, these commitments represent an important competitive advantage and help explain the brand’s rapid international growth.

Construction toy specialist Plus-Plus offered a very different but equally compelling vision of creativity during the event. Founded in Denmark, the company has built its reputation around a remarkably simple concept: a single uniquely shaped piece capable of creating endless two-dimensional and three-dimensional constructions. This minimalist approach has become one of the brand’s greatest strengths, allowing children to focus on imagination and problem-solving rather than complicated building systems. Over the years, Plus-Plus has developed a strong reputation among educators, parents, and toy specialists for combining creativity with educational value.

The summer range focuses heavily on portability and open-ended play. Metal storage cases filled with colorful pieces, dinosaur-themed activity packs, ice cream shop construction kits, and flower-building sets were among the highlights presented during the event. These products reflect a growing demand for travel-friendly activities capable of entertaining children away from screens while encouraging concentration, fine motor skills, and creative thinking. The emphasis on compact formats is particularly relevant during summer vacations, when families increasingly seek activities that can easily accompany them on road trips, holidays, and outdoor adventures.

The back-to-school assortment introduces some especially appealing licensed collaborations featuring Peanuts and Moomin. The Peanuts collection includes construction tubes inspired by Snoopy, Woodstock, and aviation-themed designs, combining the satisfaction of puzzle-building with the charm of one of the world's most beloved comic strip franchises. These sets cleverly merge artistic creativity with construction play, creating decorative display pieces once completed. Their appeal extends beyond children and into the growing market of adult collectors who appreciate nostalgic and design-oriented products.

Equally fascinating is the partnership with Moomin, the iconic literary and artistic universe created by Finnish author and illustrator Tove Jansson. Although the franchise enjoys its greatest popularity in Nordic countries and Japan, it has steadily gained international recognition thanks to its distinctive visual identity and timeless themes. The Plus-Plus Moomin collection includes construction tubes and collectible metal cases that bring the beloved characters into the brand’s signature building system. The collaboration perfectly illustrates how classic storytelling properties can find new life through creative toy formats while introducing younger audiences to enduring cultural icons.

Beyond the individual products, the first We Maje Days Summer Edition 2026 provided a fascinating snapshot of where the family and toy industries are heading. Across every presentation, the same themes repeatedly emerged: creativity, emotional connection, educational value, sustainability, portability, and the power of beloved characters to create shared experiences across generations. Whether through the nostalgic return of Diddl, the playful and reassuring world of Martinelia, or the endlessly creative possibilities offered by Plus-Plus, the products showcased during the event demonstrated a clear understanding of modern family expectations. They are not simply toys, cosmetics, or school supplies; they are designed as tools for imagination, self-expression, and connection. That philosophy lies at the heart of what Anthony Mazelly and WE MAJE have been championing for more than ten years, and it is precisely why these events continue to serve as a valuable barometer for the future of the family products industry.

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Photos and vidéo 4K : Boris Colletier / Mulderville