Tokidoki

n. Its iconic characters—such as Unicorno, Donutella, Cactus Friends, and Mermicorno—have become global symbols of positivity, creativity, and self-expression. tokidoki’s products span apparel, accessories, cosmetics, collectible toys, and collaborations with major brands like Hello Kitty, Sephora, Marvel, and Karl Lagerfeld. The brand’s logo, a heart atop crossbones, encapsulates its philosophy: a balance of dark and light, edgy and cute, reflecting the complexity of modern life. tokidoki has cultivated a cult-like following worldwide, particularly among those who grew up with Japanese anime and manga, and continues to inspire through its bold, imaginative, and emotionally resonant designs.

Philosophy

tokidoki is about hope, hidden energy, and the belief that magical moments can change one’s destiny. The brand aims to inspire positivity, creativity, and self-expression through its playful, imaginative, and emotionally resonant designs. Simone Legno believes that everyone has an inner strength to face new days and dream of something positive, and tokidoki embodies this spirit by creating a world that is cute, playful, pure, yet provocative.

Sustainability

Initiatives: tokidoki has not publicly disclosed comprehensive sustainability initiatives or environmental policies. The brand focuses on creative expression and global collaborations, but detailed information on sustainable practices, materials, or ethical production is not widely available in public sources. Note: Further research may be needed to obtain up-to-date sustainability information directly from tokidoki.

Founders

Simone Legno, Background: Italian artist and creative director born in Rome, Italy. Legno developed a passion for art from a young age and studied at the European Institute of Design in Rome. He began his career by sharing his creative diary online, which attracted international attention. His deep love for Japanese pop culture and world travel heavily influenced tokidoki’s aesthetic. Legno is also known for his work as a musician and his collaborations with global brands and artists.. Pooneh Mohajer, Background: Serial entrepreneur and co-founder of the cosmetics company Hard Candy. Mohajer discovered Simone Legno’s work online and played a key role in bringing tokidoki to life by providing business acumen and strategic direction. She has been instrumental in expanding tokidoki’s global reach and partnerships.. Ivan Arnold, Background: Business partner and husband of Pooneh Mohajer. Arnold contributed to tokidoki’s founding and growth, leveraging his experience in entrepreneurship and international business to help build the brand into a global phenomenon.

Background

tokidoki was founded in 2005 in Los Angeles, California, by Simone Legno, Pooneh Mohajer, and Ivan Arnold. The brand emerged from Legno’s personal creative diary, which gained popularity online and caught the attention of Mohajer and Arnold. The trio combined Legno’s artistic vision with Mohajer’s business expertise to launch tokidoki as a global lifestyle brand. The brand quickly gained a cult following for its larger-than-life characters and bold designs, expanding into apparel, accessories, cosmetics, toys, and collaborations with major global brands. tokidoki’s unique blend of Japanese pop culture, Italian design, and American entrepreneurship has made it a sought-after brand worldwide.

History

tokidoki began in 2005 when Pooneh Mohajer and Ivan Arnold discovered Simone Legno’s portfolio online and invited him to Los Angeles to start the brand. The brand’s first products were collectible toys and accessories, which quickly gained popularity. tokidoki expanded into apparel, cosmetics, and collaborations with brands like Hello Kitty, Sephora, Marvel, and Karl Lagerfeld. The brand has also created merchandise for Simone Legno’s favorite football team, AS Roma, and has held exhibitions worldwide. tokidoki continues to innovate and inspire through its bold, imaginative designs and global partnerships.