Brand Showcase: tokidoki

Published in
7 min readAug 19, 2019


The first license for our digital collectibles platform has been announced, and as the development of our digital collectibles platform continues to move at an incredible pace, it’s about time you got to know them too! One of the first global brands to be launched on VeVe- the loud and vibrant world of tokidoki- is being reimagined for the digital age, taking co-founder Simone Legno’s creations and turning them into world-class digital collectibles, bringing this global mega-brand to life!

The ever-expanding world of tokidoki!

What Is a Brand Showcase?

Throughout our brand showcase series, we’ll not only be bringing you our latest license/brand announcements, but we’ll also help you to understand:

  • The brands themselves
  • Their fanbase and the regions they currently operate in
  • Additional information on the size and history of the brands, as well as their market sector.

In this way, you can quickly become familiar with brands you may not have heard of or come across, to truly appreciate the scope of VeVe and the impact that each top-tier license/brand will have on the exciting new world of digital collectibles.

What is Tokidoki?

Tokidoki, est 2005 in California, has quickly become a globally recognized lifestyle and apparel brand. Simone attributes the beginnings of tokidoki to his love of drawing and collecting as a child, growing up in Rome, Italy.

During these years he amassed a large collection of Japanese robots, similar to Gundam (but before their time). As a child his incessant drawing developed into Japanese/anime-inspired artworks, eventually leading to his creations being noticed by Mohajer and Arnold, who convinced him to move to LA and begin building the global brand.

These early influences can be seen throughout Simone’s anime-style artistic works, which, aside from their exaggerated features also span an incredible range of colors and themes, appealing to a wide range of audiences, fans and of course, attracting world-class collaborations from around the world.

“Their very diverse global audience are already collecting tokidoki’s unique characters in various forms. Being able to have verifiable ownership of unique digital art on the VeVe app is going to change the way collectables are viewed, bought, and traded.”

-David Yu, ECOMI CEO

Through their own products and licensed partnerships, tokidoki characters and branding have featured in a wide range of products across an even wider variety of industries. To name a few:

Tokidoki is known not only for its eye-popping aesthetic and criminally cute characters but also its megawatt partnerships-


Tokidoki Collaborations

Aside from its ambition, the brand is known for its unique collaborations across the world. Tokidoki has managed to amass a cult-like following, and have seamlessly blended their artistic stylings and branding into partnerships with:

  • Dim Mak- International DJ and producer Steve Aoki’s record label
  • Onitsuka Tiger- Yes, those shoes with the stripes.
  • Kartel- An industry-leading furniture and design company
  • Barbie- Enough said.
  • Sanrio- An exclusive partnership that celebrated Sanrio’s 50th anniversary, among other things.
  • Hello Kitty- a partnership that has been on-going since 2006, and celebrated the 35th anniversary of Hello Kitty.
  • Marvel- A partnership that stretched from 2009–2012 and again from 2016–2018, tokidoki’s collaboration with Marvel restyled iconic Marvel characters amongst all-star tokidoki characters and iconography.
  • Peanuts- Yes, we’re talking Snoopy!
  • Overwatch- tokidoki has been in partnership with Blizzard Entertainment since 2016 to bring fans around the world tokidoki x Overwatch apparel, hats, bags, novelty and more.
  • Le Sportsac- A partnership spanning 13 seasons of apparel with the iconic American lifestyle bag retailer.

Tokidoki characters have even featured on slot machines at Las Vegas casino The Palazzo, and used for team accessories in America’s Major League Baseball.

tokidoki X Marvel collaboration

Tokidoki Characters and Series

The world of tokidoki is incredibly well suited to the digital collectibles market. Aside from already having a huge range of physical collectible items and accessories, the brand also features a wide variety of characters and iconography that translate perfectly onto the new digital medium. With larger than life characters and their inherent colorful and attractive aesthetic, you’ll soon be able to collect the digital versions of:

The ever-growing tokidoki family

Where Can I Find Tokidoki?

Tokidoki products and accessories can be purchased and found the world over, however, their primary market is across China and the Asian region. Having launched in China in 2016, adoption of tokidoki branded products has been rapid and successful, already leading to plans for 30 flagship stores to open across the country.

Add to this talks of a chain of tokidoki hotels- with everything from the artwork and decor to furniture and toiletries being from the colorful world- as well as new stores due to open in Dubai and Bangkok, and the tokidoki universe is looking to not only expand but become a permanent fixture in the world of pop-culture.

tokidoki X VeVe

The partnership between ECOMI and Tokidoki is fresh, however, the company has had a long relationship with ECOMI CEO David Yu. After forming an initial relationship in 2005 David not only became a huge fan of tokidoki, he has also supported the growth and development of the brand.

“We chose tokidoki as our first brand partner because of their ambition to expand into the digital realm when it comes to collectible items.”

— David Yu

Tokidoki characters will be available on VeVe- our digital collectibles platform- as non-fungible tokens. The token is used to represent the new digital asset, giving you the ability to purchase, trade and sell it across the world. In terms of the user experience, however, the token will be represented by the character itself, and you will be able to share and display your digital collection in augmented reality, build your own digital showroom, and share and on social media.

“We are always looking to work with innovative companies and look forward to disrupting the collectibles market with ECOMI.”

— Pooneh Mohajer, tokidoki Co-founder and CEO

“We feel the tokidoki characters can be applied to all products and are especially excited that we will be one of the first licenses in the digital collectibles space.”

-Simone Legno, tokidoki Co-founder and Chief Creative Director

Up until now, we have only released 2D renderings to give you a general idea of what you can expect. In coming updates, however, we’ll begin sharing images and sneak peeks some of the worlds first licensed digital collectibles to be released on the platform. Keep an eye out each fortnight to stay up to date with the development of Collect as we edge ever closer to the launch of the platform!


ECOMI is a technology company based in Singapore and is leading the way in the emerging digital collectibles space. ECOMI offers a one-stop-shop for digital collectibles through the VeVe app bringing pop culture and entertainment into the 21st century.

VeVe allows users to experience true ownership of premium digital collectibles. Through the app marketplace, users can obtain common, rare, or one-of-a-kind digital collectibles, share these across the social network service, and exchange them with the Collect community, all from the palm of their hand.

ECOMI sees digital collectibles as a new asset class which offers intellectual property owners the opportunity for new revenue streams in the digital landscape. Digital streaming, gaming, and in-app purchasing have become a multibillion-dollar market and the next to join this digital trend is the pop culture and collectibles industry.