Tokidoki

tokidoki
TypeBrand
GenreCute, kawaii, bright, Japanese
Founded2005, Los Angeles, California
FounderSimone Legno, Ivan Arnold, Pooneh Mohajer
Headquarters
Los Angeles, California
,
United States
Key people
  • Ivan Arnold, CEO
  • Simone Legno, CCO
  • Pooneh Mohajer, COO
Productsapparel, toys, cosmetics
Websitetokidoki.it


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

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 US, 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

On September 1, 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

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.

Notes

  1. ^ 時々 'sometimes' in Japanese

References

  1. ^ Okayama, Emiko; Ricatti, Francesco (20 October 2008). "Tokidoki, Cute and Sexy Fantasies between East and West: Contemporary Aesthetics for the Global Market". PORTAL Journal of Multidisciplinary International Studies. 5 (2). doi:10.5130/portal.v5i2.724. ISSN 1449-2490.
  2. ^ a b Tan, Sumiko (29 October 2023). "The man behind the wonderful world of tokidoki and its more than 1,000 characters". The Straits Times.
  3. ^ Pro, Ash (2003-01-04). "10 Best Sites of the Week". The Independent. pp. Features p. 66. Archived from the original on May 16, 2007. Retrieved 2006-12-29.
  4. ^ CNA. "Meet 'Luce': The Vatican's cartoon mascot for Jubilee 2025". Catholic News Agency. Retrieved 2024-10-28.
  5. ^ "Characters". tokidoki. Retrieved 2019-04-06.

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