tokidoki, which translates to “sometimes” in Japanese, is an internationally recognized and iconic lifestyle brand based on 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. tokidoki offers an extensive range of products which include apparel, handbags, cosmetics, accessories, toys and more. Simone Legno, tokidoki’s creative director, was born in Rome, Italy and from a very young age developed a deep love of Japan and a fascination with world cultures. Combining Legno’s unique talent and creativity with Mohajer’s business acumen, tokidoki has grown exponentially. As an innovative company, tokidoki is known not only for its eye-popping aesthetic and criminally cute characters but also its megawatt partnerships.
Simone Legno (Co-Founder/Chief Creative Officer) of tokidoki was 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.
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 build a global brand.
tokidoki has collaborated with many brands such as Karl Lagerfeld, Guggenheim Museum, Sephora, LeSportsac, Onitsuka Tiger, Marvel, New Era, Hello Kitty, Fujitsu, Levi’s, Xbox, T-mobile, Medicom Toy, MLB, Barbie, and Canon.
Simone has become a sought-after speaker around the world at museums, universities and conferences, from MOCA to the Adobe MAX conference, Flash Film Festival, Art Center College of Design, Apple store in Osaka, Istituto Europeo di Design, STGCC, and Grafika Manila.
Pooneh Mohajer, CEO and Co-Founder of tokidoki, is a serial entrepreneur at heart. tokidoki is her third company to date. Since its inception, Pooneh has overseen the growth of tokidoki into a global lifestyle brand which has amassed a cult-like following for its larger-than-life characters, megawatt partnerships and diverse array of products, ranging from handbags to collectibles to slot machines.
In 1995, Pooneh co-founded Hard Candy Inc., a color cosmetics Company that revolutionized the nail enamel and cosmetic industries worldwide. In 1999, Pooneh successfully sold Hard Candy Inc. to LVMH, Moët Hennessy Louis Vuitton SA, an international luxury goods conglomerate.
Pooneh received her Juris Doctor from California Western School of Law and her BA from Vanderbilt University. Since 1996, she has been a member of EO, Entrepreneurs’ Organization. In 2014, Pooneh joined the Board of Directors of Children Mending Hearts, a non-profit organization dedicated to empowering disadvantaged youth. Since 2016, Pooneh has served as a founding member of Inc. Magazine’s Board of Advisors.