tokidoki ('sometimes' in Japanese) is a Japanese-inspired lifestyle brand created in 2005 by Italian artist Simone Legno and his business partners Pooneh Mohajer and Ivan Arnold.

Simone has become a recent fixture at San Diego Comic-Con and makes appearances at various locations worldwide for signings and promotions.

Simone has produced individual works as well as collaborations with other artists, such as Karl Lagerfeld, a German fashion designer, for a range of collectible dolls and accessories.

The brand has been used in numerous products including apparel, footwear, and accessories based on the art, cartoon characters and the logo designed by Simone Legno.

tokidoki also has multiple business projects and collaborations with global brands such as Hello Kitty, Bearbrick, Barbie, Marvel, Nissan, Sephora, and The Holy See.