The lifestyle brand tokidoki, known for its cast of characters created by the Italian artist Simone Legno, has tapped IMG as its exclusive licensing representative in Japan, Korea, and Taiwan.

Launched in 2005, tokidoki has amassed a cult-like following for its diverse line-up of character families, each one with its own story. The brand is known for its apparel, handbag, cosmetics, accessory and toy collaborations with the likes of Hello Kitty, Karl Lagerfeld, LeSportsac, Barbie, Onitsuka Tiger, Sephora, Marvel and more.

Under the new deal, IMG will work with tokidoki to expand its global footprint in the three Asian territories through a programme of mono-branded and collaborative consumer products, with an initial focus on apparel, accessories and toys across a variety of distribution channels.

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

Miki Yamamoto, SVP of licensing, IMG, added: “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.”

Tokidoki character families include Cactus Friends, Donutella, Unicorno, Moofia, Mermicorno, ‘Til Death Do Us Part, Tiger Nation, Kaiju Tokimondo, Royal Pride, and Punkstar.