tokidoki began life as the personal website of Italian artist Simone Legno and he intended to use it as a platform for his work but it was soon spotted and nurtured by Pooneh Mohajer, the co-founder of American make-up brand Hard Candy. tokidoki now sells vinyl toys, skateboards, jewellery and clothes and after successful partnerships with brands including as iSkin and LeSportSac has joined forces Onitsuka Tiger.