Tokidoki targets Asia expansion with IMG

IMG will represent the Italian character lifestyle brand in Japan, Korea and Taiwan

Written by Rhys Thomas

Posted 25.02.2020 | Lifestyle

Tokidoki targets Asia expansion with IMG thumbnail

IMG will expand the reach of tokidoki, the lifestyle brand based Italian artist Simone Legno’s characters, in Japan, Korea and Taiwan.

As exclusive licensing agent for the property, IMG will expand the footprint for tokidoki in the three Asian territories through a programme of branded and collaborative consumer products, with an initial focus on apparel, accessories and toys across a variety of distribution channels.

Miki Yamamoto, SVP of Licensing, IMG, explains: “With its larger-than-life characters, bold designs and Japanese-inspired roots, tokidoki is already widely loved and in demand in Asia – and all around the world. 

"The diverse choice of character families, each with its own identity and personalities, lends itself well to an array of potential products and collaborations which we look forward to exploring.”

Launched in 2005 and named after the Japanese word for ‘sometimes’, tokidoki has amassed a cult following for its diverse array of character families, each with its own unique story. As well as its popular designs, the brand is known for fashion and toy collaborations with the likes of Hello Kitty, Karl Lagerfeld, LeSportsac, Barbie, Onitsuka Tiger, Sephora, Marvel and more.

“One of tokidoki’s founding principles is my business partner Simone’s belief that everyone waits for moments that change one’s destiny,” adds Pooneh Mohajer, Co-founder and CEO, tokidoki. 

“We believe our partnership with IMG is one of those moments and that their representation of us in Japan, Korea and Taiwan will simultaneously expand and complement our business in Asia as well as globally.”


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