Hubbry Logo
TokidokiTokidokiMain
Open search
Tokidoki
Community hub
Tokidoki
logo
7 pages, 0 posts
0 subscribers
Be the first to start a discussion here.
Be the first to start a discussion here.
Tokidoki
Tokidoki
Tokidoki
View on Wikipedia
from Wikipedia

tokidoki ('sometimes' in Japanese) is a Japanese-inspired lifestyle brand created in 2005 by Italian artist Simone Legno and his business partners Pooneh Mohajer and Ivan Arnold.

Key Information

While based on the kitschy world of Japanese pop culture cartoons, and superficially resembling Japanese anime and manga, it has been described as complex and reciprocal set of cultural and economic influences between Japan, Italy and the USA, explaining its broad outreach and emotional appeal to consumers in Italy and other countries who grew up with Japanese anime and manga.[1] Its logo, a heart atop crossbones, was described by Simone as "There is dark and light, there is the edgy, there is the cute."[2]

History

[edit]

In September 11 2001, the co-founder of cosmetics company Hard Candy, Pooneh Mohajer, and her husband Ivan Arnold, saw Simone Legno's personal portfolio website, which had some popularity, being listed as one of The Independent's top ten "websites of the week".[3] They subsequently arranged to meet him, and Simone joined them in Los Angeles. Simone has become a recent fixture at San Diego Comic-Con and makes appearances at various locations worldwide for signings and promotions.

Products

[edit]

Simone has produced individual works as well as collaborations with other artists, such as Karl Lagerfeld, a German fashion designer, for a range of collectible dolls and accessories.

The brand has been used in numerous products including apparel, footwear, and accessories based on the art, cartoon characters and the logo designed by Simone Legno. tokidoki also has multiple business projects and collaborations with global brands such as Hello Kitty, Bearbrick, Barbie, Marvel, Nissan, Sephora, and The Holy See.[4] Simone created merchandise for Roma, his childhood-favourite Italian Serie A football team. [2]

Characters created by tokidoki include Cactus Friends, Donutella and Her Sweet Friends, Unicorno, Moofia, Mermicorno, Til Death, Punkstar,[5] and Luce, the official mascot of the 2025 Jubilee.

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Tokidoki

View on Grokipedia
from Grokipedia
Tokidoki is an Italian-American founded in 2005 by Simone Legno, entrepreneur Pooneh Mohajer, and Ivan Arnold, renowned for its whimsical, character-driven designs inspired by Japanese kawaii culture blended with and elements. The brand's name, derived from the Japanese word meaning "sometimes," symbolizes fleeting moments that can alter one's destiny, reflecting its playful philosophy of injecting joy and surprise into everyday life. With a global , tokidoki has expanded from a web-based platform in to a multifaceted enterprise offering apparel, handbags, , accessories, toys, collectibles, and even furniture and gaming products. Simone Legno, the brand's co-founder and , was born in , , where he developed a passion for drawing from a young age, often sketching cartoons during school. After graduating in illustration and animation from IED Roma, Legno's work caught the attention of Mohajer—former co-founder of the cosmetics company —and Arnold through his online portfolio, leading to the official launch of tokidoki in 2005. Legno relocated to to helm the creative direction, infusing the brand with his personal diary-like narratives through over 1,000 original characters, such as the unicorn-inspired Unicorno series and punk-edged figures like Donutella. Tokidoki's product lineup emphasizes limited-edition collectibles and items that appeal to fans of pop culture and urban fashion, with iconic lines including plush toys, blind-box figures, and apparel featuring bold, colorful motifs. The brand has cultivated a strong presence in , particularly , with over 20 stores as of 2023 and plans for 100 by the end of 2025, building on its U.S. roots to become a global phenomenon. Notable for its extensive partnerships, tokidoki has collaborated with luxury and entertainment icons since its inception, including a long-standing alliance with starting in 2006, as well as , , , , , , , and furniture designer Kartell. These collaborations have elevated tokidoki's status, from a limited-edition release at the in 2013 to custom furniture like the tokidoki x Kartell Ghost Chair, underscoring its influence across fashion, art, and design industries. In 2025, the brand contributed the "Italia Chan" character to .

History

Founding by Simone Legno

Simone Legno, the creative force behind tokidoki, was born in , , where he developed an early passion for . From a young age, he drew incessantly, filling boxes with chewed and broken pencils that fueled his creative habits. After initially studying , Legno shifted to at the European Institute of Design in , where he immersed himself in influences like Japanese pop culture, , and . These elements shaped his artistic style, blending Eastern aesthetics with urban expression. In October 2003, Legno moved to to pursue his design ambitions, having been discovered online by entrepreneurs Pooneh Mohajer and Ivan Arnold, who encouraged him to develop his work into a global brand. The name "tokidoki," meaning "sometimes" in Japanese, was chosen by Legno to evoke those fleeting, serendipitous moments of joy and inspiration that alter one's path, such as chance encounters or unexpected opportunities. Tokidoki officially launched in 2005 as a Japanese-inspired , originating from Legno's personal illustrations that he shared online and displayed at art shows, quickly gaining attention for their whimsical charm. This inception marked the beginning of a partnership with Mohajer and Arnold to expand beyond individual artwork into a broader creative enterprise.

Early Growth and Milestones

In 2003, serial entrepreneurs Pooneh Mohajer—co-founder of the cosmetics brand —and her husband Ivan Arnold discovered Simone Legno's artwork on his personal website, prompting them to invest in his creative vision, relocate him to , and join as business partners to launch tokidoki as a in 2005. This partnership enabled the rapid commercialization of Legno's Japanese-inspired designs, transitioning from digital sketches to tangible products. The brand debuted its inaugural product line later that year, encompassing apparel such as graphic t-shirts and vinyl toys featuring characters like the Cactus Friends series, which were initially distributed through select boutique stores in . These early offerings quickly garnered attention in the local and scenes, establishing tokidoki's foothold in the indie market and setting the stage for broader distribution via online sales through the brand's website. Key milestones marked tokidoki's expansion in the ensuing years. The first permanent retail store opened in , , in September 2007 on Corso di Porta Ticinese, capitalizing on Legno's Italian roots to introduce the brand to European consumers. This was followed by a capsule pop-up store in New York City's SoHo district in March 2009, enhancing visibility in the U.S. market beyond . In December 2009, tokidoki opened its inaugural boutique on , a 750-square-foot space blending Italian and Japanese aesthetics to showcase apparel, accessories, and collectibles. By 2010, the brand had extended into international markets, including through partnerships with retailers like Stor Stor, which helped solidify its appeal in . These developments, coupled with growing online presence and pop-up activations, propelled tokidoki from an indie label to a recognized global lifestyle entity by the mid-2010s, as evidenced by its 10th anniversary celebrations in 2015 highlighting widespread product diversification and partnerships. In 2025, tokidoki marked its 20th anniversary with special collectibles at and an exhibit at the Comic-Con Museum, highlighting its enduring global appeal.

Brand Identity

Design Philosophy

Tokidoki's design philosophy is deeply rooted in a fusion of Japanese culture, , and urban street styles, infused with the Italian flair characteristic of its creator, Simone Legno. This approach draws from Legno's lifelong fascination with , which he encountered through , , and influences during his youth in , blending them with Western pop culture elements to produce whimsical, optimistic designs that evoke joy and escapism. Central to the brand's creative principles is the concept of "tokidoki," meaning "sometimes" in Japanese, which symbolizes fleeting moments of and destiny-altering encounters that inspire inner strength and positivity. Legno envisioned these designs as a way to capture such ephemeral instances through cute, fantastical elements—vibrant characters and motifs that promote emotional uplift and imaginative escape from everyday realities. This philosophy emphasizes larger-than-life, eye-popping visuals that disrupt conventional norms while fostering a sense of playful rebellion and personal empowerment. The aesthetic has evolved significantly since its inception in , beginning with Legno's hand-drawn illustrations shared on a personal website and progressing to sophisticated digital adaptations that maintain the brand's core vibrancy. Key features include bold colors, intricate playful patterns, and hybrid motifs such as animals endowed with human-like traits, all of which underscore a commitment to innovative, boundary-pushing artistry. For instance, characters like Donutella exemplify this blend of and edginess, embodying the philosophy's focus on joyful, hybrid creativity without delving into specific narratives. As , Simone Legno oversees all visual elements of tokidoki, ensuring consistency across the brand's expansive universe by personally directing illustrations, collaborations, and product designs to preserve its whimsical optimism and cultural fusion. This hands-on role allows the philosophy to permeate every aspect of the brand, from initial sketches to global licensing, reinforcing its identity as a beacon of creative .

Signature Characters

tokidoki's signature characters, conceived by Italian artist Simone Legno in 2005, capture the brand's whimsical essence through endearing, fantastical figures that blend Japanese kawaii influences with imaginative narratives. Among the core characters introduced at the brand's inception are Donutella, a donut-headed adventurer from a distant powered by , who pilots a donut-shaped UFO to explore the in search of new energy sources; upon discovering Earth's abundance of sweets, she establishes a colony to share the joy with her friends. Complementing Donutella is SANDy, a resilient girl who zips into a protective suit to navigate what she perceives as a cold and scary world, symbolizing the delicate balance between vulnerability and strength while conserving life's essential elements like water. The series further enriches this early lineup with Adios, a benevolent expelled after 500 years for his good nature and deemed too mischievous for , who now roams Earth with his girlfriend Ciao Ciao and their skeletal cat Skeletrino, imparting life lessons from their grave-loft home. The tokidoki universe expanded in 2011 with the launch of Unicorno, a family of unicorn-inspired creatures born when ordinary ponies wandered through a magical in a hidden kingdom, transforming them into mystical beings that straddle the realms of fantasy and reality; these adventurous figures, numbering over 150 variants like Stellina and , often feature starry motifs and embody dreams of exploration. In 2016, Mermicorno introduced mermaid-unicorn hybrids, originating from Unicornos who followed falling stars into a sparkly where the cosmic magic turned them into aquatic enchantments, complete with traits like iridescent scales and companions; characters such as Sirena and highlight themes of underwater magic and lunar eclipses, surfacing only during rare celestial events. These characters have been adapted into the Mermicorno: Starfall, which premiered on Max on January 30, 2025, with a second season on May 15, 2025. These characters collectively embody tokidoki's ethos, portraying worlds filled with magic, dreams, and playful escapades that fuel storytelling across the brand's animations and merchandise narratives. Recurring motifs such as stars, hearts, and rainbows are seamlessly integrated into their designs, enhancing their fantastical appeal and tying into Legno's overarching design philosophy of joyful, whimsy.

Products

Apparel and Accessories

Tokidoki's core apparel offerings encompass T-shirts, hoodies, and jackets adorned with vibrant prints of its signature characters and whimsical patterns. These items debuted as part of the brand's initial product lineup in 2005, establishing a foundation for its lifestyle expansion. Seasonal updates keep the collection fresh, with the Spring 2025 lineup introducing pieces like the Convenience Store Long Sleeve Tee, Beary Good Boy Fit Tee, and tokidoki x and Friends Cinnamoroll & Donutella Tee, alongside hoodies such as the Garden Party Dress Hoodie featuring character motifs in pastel hues. The accessories category features a diverse array of bags—including sling, , crossbody, and styles—along with hats and jewelry that incorporate tokidoki motifs like Unicorno charms. For instance, the Candy Craze collection from Spring 2025 includes the Unicorno Bag Charm and Crossbody Bag, crafted from materials for durability and everyday use. Hats such as snapbacks and often display embroidered character designs, while jewelry options range from necklaces to earrings with enamel Unicorno accents. Tokidoki apparel and accessories embody an urban-casual aesthetic, blending kawaii-inspired graphics with elements to appeal to young adults and enthusiasts of playful, expressive . Limited-edition drops, such as online-exclusive hoodies and special-edition charms, enhance exclusivity and drive collector interest among fans. Initially available through channels like the brand's former storefront, tokidoki products have evolved to reach broader retail outlets, including and Target, as well as direct online sales via the official website. This expansion reflects the brand's growth into a global presence while maintaining its appeal.

Toys and Collectibles

Tokidoki's toys and collectibles primarily consist of vinyl designer figures, emphasizing collectibility through blind box formats and limited-edition releases that appeal to enthusiasts in the designer toy community. These items are crafted for display rather than extensive play, featuring articulated elements for light posing and vibrant, thematic designs that encourage building complete sets. The brand's focus on rarity and exclusivity fosters a where figures from early series command premium prices due to their discontinued status. The cornerstone of tokidoki's vinyl line is the Unicorno blind box series, which debuted in 2011 with Series 1 released on April 10, featuring 12 character variants including common figures and rare chase editions, all sealed in opaque packaging to surprise collectors. Subsequent series expanded the roster with themed sets, such as sports-inspired or holiday motifs, maintaining 10 to 12 figures per box while incorporating special effects like glow-in-the-dark elements in releases like Series 12's Glow variant. This format, standing approximately 2.75 inches tall, promotes repeated purchases to complete collections and has become a staple in the designer scene for its whimsical unicorn hybrids. Building on the Unicorno success, tokidoki introduced expansions like the Mermicorno series in 2016, blending mermaid and unicorn aesthetics with underwater themes and accessories, including glow-in-the-dark editions in sets such as Series 4's SDCC exclusive Inkey figure. These 2.75-inch vinyls come in blind boxes with 9 to 11 variants, often including secret figures, and emphasize narrative storytelling through character backstories of oceanic adventures. In 2025, the line inspired the animated series Mermicorno: Starfall, premiering on Max on January 16. Mermicorno figures enhance collectibility with removable parts for customization and display, targeting adult fans who value the line's artistic depth over traditional toy functionality. Tokidoki's collectible formats extend to keychains, plush figures, and larger vinyls produced in partnership with companies like , whose Pop! series includes tokidoki characters such as Sandy and Donutella in 3.75-inch stylized vinyls released starting in 2021. For the brand's 20th in 2025, tokidoki launched special blind box series featuring reimagined icons like Nijiko and Mermicorno in festive party attire, with exclusive pieces available through events and a collector's guide for tracking rarities. These anniversary sets, priced at $16 per blind box, include 8 regular variants and 1 limited chase figure (Party Bubbly, 1:48 ratio) to commemorate the milestone. Production emphasizes scarcity to boost desirability, with limited runs such as event-exclusive editions at conventions like DesignerCon 2025 (November 14–16, 2025), where tokidoki offered limited-edition exclusives including BE@RBRICK figures in 100% and 400% sizes. This approach, seen in past releases like the Space Unicorno Gravity limited edition, ensures high demand among collectors who prioritize rarity and potential in the designer toy market.

Collaborations

Key Brand Partnerships

tokidoki's partnership with , beginning in 2006, marked one of its earliest major collaborations, focusing on co-branded apparel, bags, and toys featuring and tokidoki characters that were distributed globally. This alliance integrated tokidoki's whimsical aesthetic with 's iconic appeal, resulting in limited-edition items such as plush toys, accessories, and clothing lines that celebrated milestones like 's anniversaries. In the fashion and lifestyle sectors, tokidoki forged enduring ties with brands like starting in 2006, producing customizable bags and totes adorned with exclusive tokidoki prints in lightweight nylon fabrics. The collaboration extended to in 2010 for a limited-edition doll series, including the first Barbie with a fully tattooed arm, followed by anniversary collections in 2015 featuring tokidoki-inspired outfits and accessories. also partnered with tokidoki from 2010 to 2014, launching exclusive beauty lines such as the and 24 Karat collections, which included colorful eyeshadows, lip balms, and themed packaging like pouches and rollerballs. tokidoki's foray into collectibles included collaborations with in 2014, yielding over a dozen limited-edition vinyl figures in various sizes, such as the 1000% Sirena and Electric Tiger models, blending tokidoki's character designs with 's modular style. Similarly, from 2009 to 2012 and resuming in 2016 to 2018, tokidoki teamed with Marvel to reimagine superheroes like as "Unicornos," producing crossover apparel, hats, and vinyl figures that fused Marvel's pop culture icons with tokidoki's cute, tattooed motifs. These partnerships significantly enhanced tokidoki's global visibility by leveraging established brand networks, introducing its designs to broader audiences through retail channels and limited releases that drove collector interest and sales growth throughout the 2010s.

Recent Licensing and Projects

In 2025, tokidoki marked its 20th anniversary with a series of special collections and events, including the tokidoki-Con editions featuring reimagined iconic characters in party-themed designs such as the 20th Anniversary Blind Box series. This celebration extended to exclusive merchandise like glow-in-the-dark Mermicorno figures and limited-edition items available through online drops on tokidoki.it. A highlight was the collaboration with Modernica for 50 individually numbered chairs printed with tokidoki's all-over character designs, released exclusively at DesignerCon 2025 in Las Vegas as a fusion of mid-century furniture and collectible art. Recent partnerships have focused on expanding tokidoki's presence in collectible toys and apparel. In September 2025, Toys announced a worldwide licensing agreement with tokidoki to create a themed line of Sticki Rolls, wearable sticker collectibles merging tokidoki's Japanese-inspired with innovative play formats, set for retail launch in late spring 2026. In February 2025, entered a multi-year master licensing agreement with tokidoki, granting worldwide rights to produce figures, vehicles, , costumes, accessories, and more, with the first products arriving at retail in fall 2025. deepened its ties with tokidoki through multiple consumer products licensing deals announced on September 9, 2025, for the Mermicorno series, including toys, apparel, and publishing tie-ins like the Mermicorno: Starfall Official Sticker Book and 2026 Wall Calendar via , extending through 2026 to support the animated series. To mark the 15th anniversary of its collaboration with , tokidoki released limited-edition collectible dolls in February 2025, featuring Karl in designs. Media and event projects have sustained tokidoki's cultural footprint. The ongoing collaboration with , initiated in 2019, continues to produce co-branded apparel and accessories, such as tees and sweaters featuring the redesigned Romolo—created by tokidoki founder Simone Legno, a lifelong Roma supporter from —available as online exclusives on tokidoki.it. expansions in 2025 included new blind box series like tokidoki x and Friends Galactic Cats and Series 2, blending tokidoki's unicorns with characters for cosmic and everyday themes, distributed through tokidoki.it and select retailers. Looking forward, tokidoki's licensing emphasizes digital innovation, with explorations into NFTs continuing from prior drops like the 2024 Year of the , adapting characters such as Mermicorno for phygital (physical-digital) experiences as of 2025.

References

  1. https://www.tokidoki.it/pages/about
  2. https://www.forbes.com/sites/jenniferlee/2017/12/11/how-tokidoki-is-conquering-the-world-one-collaboration-at-a-time/
  3. https://www.ied.edu/news/simone-legno
  4. https://www.straitstimes.com/singapore/the-man-behind-the-wonderful-world-of-tokidoki-and-its-more-than-1000-characters
  5. https://thewellnessinsider.asia/2023/12/the-funky-punky-mind-of-simone-legno-of-tokidoki/
  6. https://dailybruin.com/2011/05/04/tokidoki_creator_simone_legno_to_speak_about_his_career_as_part_of_cecs_speaker_series
  7. https://lifestyle.inquirer.net/161360/meet-the-artist-behind-tokidoki-and-hes-not-japanese/
  8. http://art.tokidoki.it/tokidoki_PRESS2020.pdf
  9. https://www.tokidoki.it/blogs/tokidoki-blog/tokidoki-milan-store-opening
  10. https://www.vinylpulse.com/2009/02/tokidoki-nyc-soho-capsule-store-opens-on-march-7th.html
  11. https://www.latimes.com/archives/blogs/all-the-rage/story/2009-12-11/tokidoki-opens-first-l-a-boutique-on-saturday
  12. https://www.tokidoki.it/blogs/tokidoki-blog/tokidoki-hits-stor-stor-japan
  13. https://www.prnewswire.com/news-releases/tokidoki-celebrates-10th-anniversary-300029633.html
  14. https://sdccblog.com/2025/07/tokidoki-celebrates-20th-anniversary-at-san-diego-comic-con-with-exclusives-museum-exhibit-more/
  15. https://www.comic-con.org/museum/tokidoki/
  16. https://www.thedivareview.com/Tokidoki_NYC_Store_Report.html
  17. https://www.tokidoki.it/pages/donutella
  18. https://www.tokidoki.it/pages/cactus-friends
  19. https://www.tokidoki.it/pages/til-death
  20. https://www.tokidoki.it/pages/unicorno
  21. https://tokidoki.fandom.com/wiki/Unicorno_Series_1
  22. https://www.tokidoki.it/pages/mermicorno
  23. https://mermicorno-starfall.fandom.com/wiki/Mermicorno:_Starfall
  24. https://www.vitalthrills.com/mermicorno-starfall-launching-on-max-in-january-2025/
  25. https://press.wbd.com/us/media-release/hbo-max/mermicorno-starfall-returns-season-two-premiering-may-15-max
  26. https://www.licenseglobal.com/art-design/skys-limit-tokidoki
  27. https://www.tokidoki.it/collections/tokidoki-spring-2025
  28. https://www.tokidoki.it/collections/accessories
  29. https://www.tokidoki.it/collections/hats
  30. https://www.amazon.com/Tokidoki-Charm/s?k=tokidoki%2BCharm
  31. https://www.tokidoki.it/collections/online-exclusive
  32. https://www.tokidoki.it/collections/new-arrivals
  33. https://www.hottopic.com/pop-culture/shop-by-license/tokidoki/
  34. https://www.target.com/c/graphic-tees-sweatshirts-women-s-clothing/tokidoki/-/N-4y2xwZoolq8
  35. https://www.tokidoki.it/collections/shop-all
  36. https://www.tokidoki.it/collections/toys-collectibles
  37. https://www.tokidoki.it/products/unicorno-series-12-blind-box
  38. https://deadline.com/2023/05/max-mermicorno-starfall-animated-series-atomic-cartoons-thunderbird-tokidoki-1235378044/
  39. https://www.ebay.com/itm/293157954295
  40. https://happykids.tv/tv-shows/10363094/tokidoki-mermicorno-series-4-blind-box-full-box-opening-unicorn-plus-mermaids
  41. https://www.cardboardconnection.com/funko-pop-tokidoki-figures
  42. https://www.tokidoki.it/products/tokidoki-20th-anniversary-blind-box
  43. https://www.designercon.com/about/faq-and-notes/
  44. https://www.instagram.com/p/DQzea4xj075/
  45. https://rotofugi.com/collections/tokidoki-it
  46. https://www.tokidoki.it/blogs/collabs-projects
  47. https://www.tokidoki.it/collections/tokidoki-x-hello-kitty
  48. https://www.tokidoki.it/blogs/collabs-projects/tokidoki-for-lesportsac
  49. https://www.tokidoki.it/blogs/collabs-projects/collabs-tokidoki-x-barbie
  50. https://www.tokidoki.it/blogs/tokidoki-blog/tokidoki-x-sephora-soda-shop-collection
  51. https://www.tokidoki.it/blogs/collabs-projects/be-rbrick
  52. https://www.tokidoki.it/blogs/collabs-projects/tokidoki-x-marvel-1
  53. https://www.tokidoki.it/collections/tokidoki-con-2025
  54. https://www.instagram.com/p/DQs7wFekTVe/
  55. https://toybook.com/sky-castle-sticki-rolls-partnerships/
  56. https://www.totallicensing.com/jazwares-in-multi-year-collaboration-with-tokidoki/
  57. https://www.businesswire.com/news/home/20250909288402/en/Thunderbird-Entertainment-and-tokidoki-Announce-Multiple-Consumer-Products-Licensing-Partnerships-for-the-Mermicorno-Series
  58. https://www.instagram.com/p/DGHZeiVSp3g/
  59. https://www.asroma.com/en/news/56008/as-roma-x-tokidoki-buy-the-capsule-collection-now
  60. https://www.tokidoki.it/products/tokidoki-x-hello-kitty-and-friends-galactic-cats-blind-box
  61. https://www.veve.me/post/tokidoki-year-of-the-dragon
Add your contribution
Related Hubs
User Avatar
No comments yet.