Tokidoki is one of the most playful brands on the market to date. Between their fun poppy colors and lovable characters, tokidoki has dominated their corner of the market. I spoke with Jeff from Tokidoki at the MAGIC convention.
He explained that tokidoki is a lifestyle brand that is based off of the artwork of Simone Legno, an Italian artist who came to America to realize his dream of creating the brand tokidoki. Tokidoki means “sometimes” in Japanese, because there’s always that sometime when destiny comes and something great happens in your life.
Jeff introduced us to some of tokidoki’s characters, “all of the characters have a little bit of edge to them, and cuteness. There’s Donutella, she’s so sweet she’s got a little donut costume on. Probably the most popular characters are Adios and Ciao Ciao, which are two souls that were kicked out of hell for being too good. So they have to roam the world together trying to do good. And another popular one is probably Bastardino. He’s a little dog trying to act tough in a cactus suit, but he’s really not that tough, he’s actually pretty nice.”
Tokidoki has also done some collaborations with Marvel. The tokidoki versions of these well known characters almost look like the childhood versions of them. Wolverine is eating a steak, spiderman is saving one of the tokidoki characters.