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GenreCute, bright, Japanese
Founded2005, Los Angeles, California
FounderSimone Legno, Ivan Arnold, Pooneh Mohajer
Key people
Ivan Arnold, CEO
Simone Legno, CCO
Pooneh Mohajer, COO
Productsapparel, toys, cosmetics

tokidoki ("sometimes" in Japanese) is the Japanese-inspired lifestyle brand created in 2005 by Italian artist Simone Legno and his business partners Pooneh Mohajer and Ivan Arnold. They produce apparel, footwear, accessories and other products using art, cartoon characters and the logo designed by Simone Legno.

From an exhibition of Tokidoki figures in the SM Aura Premier Mall in Fort Bonifacio Global City, Metro Manila

Tokidoki has collaborated with several industries such as Levi’s, Skull Candy, New Era, Mikasa, Fujitsu, Be@rbrick, RIDE Snowboards, ASICS Onitsuka Tiger, Hello Kitty, Smashbox, Barbie, LeSportsac, LÍLLÉbaby, Kanga Care, Ju-Ju-Be and FlowPlay.[citation needed]

Lines of toys include: Cactus Friends, Donutella and Her Sweet Friends, Unicorno, Moofia, Mermicorno, Til Death, and Punkstar.[1]


In April 2005, 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".[2] They subsequently arranged to meet him, and Simone joined them in Los Angeles. Simone has become a recent fixture at the San Diego Comic Con and makes appearances at various locations worldwide for signings and promotions. Simone has also made a guest appearance on Extreme Makeover: Home Edition.[citation needed]


  1. ^ "Characters". tokidoki. Retrieved 2019-04-06.
  2. ^ Pro, Ash (2003-01-04). "10 Best Sites of the Week". The Independent. pp. Features p. 66. Retrieved 2006-12-29.

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