Yeah, Parkside is Lidl's in-store "Building goods" brand, it's very recognizable by their green-red color scheme. I can imagine people at least ironically like it enough to get branded stuff.

"Fan edition" just means that it has the Parkside Logo across the side. Which for a folding rule is pretty mild. I'm way more concerned about the guy who's next to the rule in the current store magazine, he's sporting the full Parkside Shirt/Shorts combo:

Who else would splurge on a performance folding rule