Tokidoki, which translates as “sometimes” in Japanese, is the vision of Italian artist Simone Legno and his partners, serial entrepreneurs Pooneh Mohajer and Ivan Arnold. Since debuting in 2005, tokidoki has amassed a cult-like following for its larger-than-life characters and emerged as a sought-after global lifestyle brand. This innovative company is known not only for its eye-popping aesthetic and criminally cute characters but also its megawatt partnerships with the likes of mega brands such as, Hello Kitty, Karl Lagerfeld, LeSportsac, Barbie, Onitsuka Tiger, Marvel and others
Simone Legno is the creative director and co-founder of tokidoki. Born in Rome, Italy, Legno, drew incessantly as a child. The boxes of chewed, broken and unsharpened pencils he adored as a kid were the beginnings of a passion for art that led to the eventual creation of tokidoki.it, Legno’s online portfolio which quickly grew into a globally distributed brand.
tokidoki means “sometimes” in Japanese. Legno, who has always had a deep love of Japan and fascination with world cultures, chose the word because he feels “everyone waits for moments that change one’s destiny, by chance or by meeting a new person”. Simone’s special moment arrived when his designs drew the attention of entrepreneurs Pooneh Mohajer and Ivan Arnold, who spied the art on his personal website and convinced him to move to L.A. to start up a dynamic new partnership with them.
Simone has been a sought-after speaker around the world at museums, universities and conferences, from MOCA (the Geffen Museum-Los Angeles) to the Adobe MAX conference, UCLA, USC, the Flash Film Festival in San Francisco, Istituto Europeo di Design in Rome, Grafika Manila and many others.
“tokidoki is the hope, the hidden energy that everyone has inside, It gives us the strength to face a new day and dream about something positive and the hope that something magical will happen to us.” – Simone Legno