Editing Fido Dido (section)

== History ==
In 1985, Sue Rose sketched the character that would become Fido Dido on a napkin at a restaurant. The following day, Joanna Ferrone conceived the name "Fido Dido" during her commute to work. The duo later stenciled Fido onto T-shirts, which quickly gained popularity in New York City. These shirts prominently featured Fido’s official mantra:

''"Fido is for Fido. Fido is against no one. Fido is youth. Fido has no age. Fido sees everything. Fido judges nothing. Fido is smart. Fido is innocent. Fido is powerful. Fido comes from the past. Fido is the future."''

Joanna Ferrone began purchasing T-shirts in bulk and hauling them to printers to have them silk-screened with Fido Dido designs. The unique designs soon caught the attention of fashion designer Patricia Fields, who displayed them in her boutique. The character quickly gained popularity, becoming an instant hit.

Fido Dido's world expanded to include a quirky family of characters, such as Fido’s Fido, Lido Dido, F.D., Boy Fido, Fido Doody, Video Dido, Danger Dido, Jo Dido, Fido Jerk, Fido Doodles, Howdy Dido, The Unknown Fido, Fido Boys, Dribble Dido, and Fido Gato. These characters were introduced in ''Fido Dido 101, Or, Living Life in the Third Lane'', a collection of humorous drawings and gags created by Sue Rose and Joanna Ferrone without a traditional narrative structure.

To manage the growing brand, Joanna and Sue founded Fido Inc. and partnered with United Media Licensing, enabling the character to be licensed worldwide across a variety of merchandise. Fido Dido became a cultural phenomenon, appearing on T-shirts, pants, shoes, watches, cups, towels, stationery, dolls, shampoo, and cologne. His merchandise was stocked by prominent retailers like Macy’s, Nordstrom, Bloomingdale’s, Marshall Field’s, Ivey’s, and JC Penney’s, eventually spreading globally.

After being licensed to PepsiCo in 1987, Fido began promoting 7 Up. In his advertisements, Fido displayed a unique ability to manipulate and reshape reality, often reversing changes imposed on him, adding a whimsical and surreal touch. During the early 1990s, Fido, along with his friends and family, appeared in sponsorship bumpers for CBS Saturday morning cartoons. He also briefly served as the mascot for the lemon-lime flavored Slice in the U.S.

Fido Dido continued to represent 7 Up internationally until 1995. In the early 2000s, he returned in CGI form, focusing exclusively on 7 Up’s global campaigns. His reality-bending antics remained a central theme in advertisements, even as his family and friends were phased out. This CGI version of Fido was featured until 2011, when PepsiCo rebranded 7 Up outside the U.S.

In 2015, Fido Dido made a nostalgic comeback in the UK and Ireland, gracing retro-style cans of 7 Up Free, a nod to his 1990s design.