Hobbies And Interests
Roots
Although the brand has a Japanese name and often features Japanese characters, an Italian create Tokidoki. Simone Legno, with partners Ivan Arnold and Pooneh Mohajer, launched the brand in 2005. Mohajer was the co-founder of the cosmetics brand Hard Candy and discovered Legno after an online article featured his artist's portfolio.
Products
As a "lifestyle brand," Tokidoki takes a scattershot approach with its products, releasing many different kinds of items with its names and characters. In addition to street shoes and clothing, Tokidoki releases action figures and figurines, purses and luggage.
Collaboration
Tokidoki has helped its brand image by collaborating with many other well-established companies, including LeSportssac, which helped Tokidoki launch a handbag line in 2005. Other collaborations include Levi's, Skull Candy headphones, New Era hats, Fujitsu, ASICs, Hello Kitty and RIDE Snowboards. The company has even designed a tee shirt with Billboard-topping band The Black Eyed Peas.
Toys
In an attempt to compete with Japanese-inspired toy brands like Kidrobot, Tokidoki has recently expanded their presence in the collectible toy market. They've released large vinyl toys as well as 3-inch figurines in similar packaging to the Kidrobot line of Dunnies. The toys come in "blind boxes," some of which contain very rare toys that collectors crave.
Characters
All sectors of the Tokidoki brand feature members of the company's vast array of characters, all with a Japanese-inspired anime look. Some include the Cactus Friends, including Polpettina, Bruttino and Bastardino, as well as the cow-like Moofia creatures, with characters such as Mozzarella, Leche, Choco, Soy and Latte.