Belgium’s Favorite Collectible Campaign Returns to ALDI

The emoji® brand Stuxx are back, and we couldn’t be prouder to bring this iconic collectible campaign to life for the sixth time in partnership with ALDI Belgium. Over the years, our emoji® brand Stuxx editions have become a standout moment in Belgium’s loyalty calendar, and this latest edition is no exception. It’s not just a campaign, it’s a full experience that connects ALDI with families across Belgium in a playful, lasting, and emotionally memorable way.

From the very beginning, our goal was to create something that lives far beyond the store. This year’s campaign is designed to bring ALDI into the homes of consumers, through shared family moments, exciting games, and joyful collectibles that spark delight in everyday life. We’ve crafted 30 unique emoji® brand Stuxx characters, each inspired by familiar household items, infused with charm and humor. One character proudly carries the ALDI branding, turning a simple detail into a bold connection between the brand and everyday life. And with the buzz and anticipation that builds around collecting each new figure, the campaign has become a true hype generator, sparking schoolyards trades, family hunts, and social media chatter that keeps the excitement alive throughout the entire campaign period.

For the first time ever, six of the emoji® brand characters double as pencil toppers, perfect for adding a playful touch to school desks and office spaces, and boosting collectability in new environments. Each Stuxx and pencil topper is handed out as a free instant reward at checkout with every €15 spent, making every shopping trip a fun moment of surprise and anticipation.

With this sixth edition, we’ve achieved a strong result: consumers now clearly associate emoji with ALDI in their daily routines. The connection is simple: when people use emojis, ALDI comes to mind. It’s a clear sign that the campaign is working and that the partnership is delivering long-term brand impact.

We’re incredibly proud of this achievement and grateful for the continued partnership with ALDI Belgium. Here’s to another unforgettable campaign and to the joy we’ve brought into homes across the country.