Fido Dido

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Fido Dido
First appearance1985
Created byJoanna Ferrone
Sue Rose

Fido Dido /ˈfd ˈdd/ or /ˈfd ˈdd/ is a cartoon character created by Joanna Ferrone and Sue Rose.[1][2]


Rose first developed the character in 1985,[3] on a napkin in a restaurant.[4] The two later stenciled Fido on T-shirts with the credo: "Fido is for Fido, Fido is against no one".[5] These T-shirts became very popular in New York.[6]

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.

7 Up[edit]

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.[7]


Fido Dido also appeared in Saturday morning bumpers for CBS.[8] His bumpers on CBS started in 1990 and lasted until 1993.

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.[9] 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.

In the early 1990s, Fido Dido had a comic strip in the teenage magazine YM. Fido Dido appears in the animated short Logorama, as a bystander.

A clothing range is still available as of July 2017 at titled New Generation. Featuring Fido's face on t-shirts, tops, trousers, bags and hats.


  1. ^ "Fido Dido has universal appeal". Daily News and Analysis. Digital Corporation Ltd. 27 September 1992. Retrieved 24 December 2011.
  2. ^ Freitag, Michael (3 September 1989). "STYLEMAKERS; Susan Rose and Joanna Ferrone - Entrepreneurs". The New York Times. The New York Times Company. p. 1050. Retrieved 23 December 2011.
  3. ^ Ryan, Rosemary (4 December 2003). "Fido Dido returns as face of 7UP". B&T. Reed Business Information. Archived from the original on 15 August 2011. Retrieved 24 December 2011.
  4. ^ "A suitable boy". The Hindu. The Hindu Business Line. 8 February 2007. Archived from the original on 21 December 2013. Retrieved 24 December 2011.
  5. ^ Patteson, Jean (19 October 1987). "Central Florida Riding A Wave Of Fido Frenzy". Orlando Sentinel. Retrieved 23 December 2011.
  6. ^ "His story". Archived from the original on 8 February 2016. Retrieved 25 January 2019.
  7. ^
  8. ^ Solomon, Charles (27 September 1992). "FIDO DIDO 101 or Living Life in the Third Lane by Susan Rose and Joanna Ferrone". The Los Angeles Times. Archived from the original on 5 March 2018. Retrieved 23 December 2011.
  9. ^ Balakrishnan, Ravi (7 February 2007). "Drawn together". The Economic Times. Bennett, Coleman & Co. Ltd. Archived from the original on 2 February 2014. Retrieved 23 December 2011.

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