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tokidoki started out as the personal website of Italian artist Simone Legno to display his art. In early 2003, the co-founder of Hard Candy Cosmetics, Pooneh Mohajer and her husband, Ivan Arnold, saw Simone's website and fell in love with it.They immediately flew Simone out to Los Angeles to build tokidoki into a brand to share it with the world. They believed that everyone should experience the world of tokidoki. tokidoki has transformed into a hot lifestyle brand into vinyl toys, skateboards, iSkins, jewelry, watches, knitwear, sportswear, and accessories.