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Highlights:
- Device Parameters & Interaction: DIITO features a display screen, offers dual heating mode switching ("RELAX/RUSH"), and includes a child lock protection function.
- Channel Synergy: The brand shares promotional resources with official RELX distribution accounts in the Mongolian market, with both parties showing synchronized activity on social media and "Stories."
- Brand Ownership: WIPO data indicates that the DIITO trademark is registered by the UK company REAZEN TECH LIMITED, which also owns the e-cigarette brand FASTA.
- Consumables Strategy: The accompanying heat-not-burn (HNB) stick brand, TOOBA, utilizes a 20-stick pack specification and is available in four flavors.
2Firsts, January 15, 2026
2Firsts has noted that an Instagram user, "Diito Mongolia Exclusive Distributor," has released a series of promotional materials for the new heat-not-burn device "DIITO" and its companion sticks, "TOOBA."
Product Design: Dual-Mode Switching and Intelligent Interaction
According to product images released by the Diito Mongolia Exclusive Distributor, the DIITO device is currently showcased in two colors: green and orange. A display panel is embedded in the center of the body, with "RELAX/RUSH" displayed in the center of the screen, indicating that the device possesses different heating modes (such as a mild mode and a powerful mode). The bottom of the screen features an intuitive battery level icon.
Based on product videos, the packaging for DIITO utilizes a yellow and black high-contrast design, containing the device and a thank-you card written in Mongolian. The videos also show a padlock icon appearing on the screen, which typically represents a "child lock" or "button lock" function to prevent accidental activation.
Consumables Configuration: Focus on Fruit-Flavored Capsules
According to brand promotional information, the HNB stick brand TOOBA is specifically designed for use with DIITO devices. Each pack contains 20 sticks, currently available in four flavors:
- Blueberry
- Mint
- Lime
- Golden Tobacco
The phrase "A Spark of Blueberry" on product posters suggests that the sticks may contain a filter capsule, which can be squeezed to release a more intense fruit flavor or cooling sensation.
Shared Promotional Resources with RELX
2Firsts also observed that both "Diito Mongolia Exclusive Distributor" and "Relx Mongolia Office" (the official RELX distributor account, as per its Instagram bio) posted physical product videos of the DIITO device and TOOBA sticks on their "Stories."
In social media updates, "Diito Mongolia Exclusive Distributor" has frequently reposted or mentioned "relxmongolia_official."
Connection to British Company REAZEN TECH
By querying the official website of the World Intellectual Property Organization (WIPO), 2Firsts learned that the "Diito" trademark under Class 34 (Tobacco and Smokers' Utensils) is registered in both the United States and Mongolia by a UK company named REAZEN TECH LIMITED (UK). The trademark for "Diito" in Mongolia is currently in a "pending" status.
Notably, the Class 34 trademark for the e-cigarette brand "FASTA" was also filed by the same company.
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