Dubbed "Flocke fever" by the press (similar to the "Knutmania" from the previous year), the cub's popularity soared in early 2008. Her image has been used for games, diaries, soft toys, DVDs, postcards and other items.[19] The first product released, a Flocke-based board game that was released in February, was made by the Fuerth-based firm Noris-Spiele, a unit of Georg Reulein GmbH & Co.