|Created by||Joanna Ferrone|
Rose first developed the character in 1985, on a napkin in a restaurant. The two later stenciled Fido on T-shirts with the credo: "Fido is for Fido, Fido is against no one". These T-shirts became very popular in New York.
Fido Dido was licensed to PepsiCo in 1987, but the character did not receive much attention or popularity until the early 1990s, when he appeared on numerous products, particularly stationery and 7-Up ads. Later, he was replaced with Cool Spot as the 7-Up brand mascot.
Fido Dido reappeared in the 2000s on cans and advertising for 7 Up worldwide. Fido Dido has been licensed to Pepsico and Slice brands in markets outside the United States; 7 Up, a product of Dr Pepper Snapple Group, is licensed to Pepsico for manufacture and distribution in markets outside the United States. In 2018, Fido Dido has reappeared in the Vintage Series cans.
Fido Dido is also used on PepsiCo's Turkish soft drink Fruko.
Fido Dido: Life in the Third Lane was published in paperback in 1989.
In 1992, in the United Kingdom, Fido Dido appeared in his own magazine. The first edition introduced his family, and was titled "Meet the Fidos". It was published by Ravette Publishing.
In 1993, a video game called Fido Dido was made by Kaneko for the Super NES and Sega Genesis. However, it was never released, because the publisher Kaneko's United States branch shut down in the summer of 1994. There was a Neopets sponsor game starring Fido Dido.
A clothing range is still available as of July 2017 at www.fidodido.com titled New Generation. Featuring Fido's face on t-shirts, tops, trousers, bags and hats.
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