Jazwares in multi-year collaboration with tokidoki

 Jazwares has announced a multi-year collaboration with tokidoki, the internationally adored brand known for its bold, Japanese-inspired designs and charming yet edgy characters. The lifestyle brand is granting Jazwares worldwide licensing rights to produce an imaginative lineup of figures, vehicles, plush, costumes, musical instruments, accessories, pet products, and more, capturing the magic of the tokidoki universe. The first products from the partnership are expected at retail fall 2025.

“tokidoki’s world is full of imagination, creativity, and self-expression, which makes it the perfect match for Jazwares’ innovative approach to play, collecting, and product development,” said Jeremy Padawer, Chief Brand Officer at Jazwares. “Knowing how passionate tokidoki fans are for their iconic characters, we will bridge the gap between pop culture, and fandom, through authentic, high-quality toys and collectibles capturing the heart and spirit of tokidoki.”

“I’m quite honored to work with Jazwares and their incredible product development team.  I’m happy to see my creations in such good hands,” said Simone Legno, Co-Founder and Chief Creative Officer at tokidoki. 

“Jazwares truly understands our vision for building out the tokidoki universe and has the expertise to execute that vision.  It’s truly a pleasure to work together,” said Pooneh Mohajer, Co-Founder and CEO at tokidoki.

The criminally cute lineup of Jazwares licensed products includes:

• Figures: From micro collectibles to full-on statement pieces, these highly detailed figures come with exceptional charm with some even hiding little surprises. 
• Playsets and Environmental Sets: Step into dreamland with these magical mini-worlds packed with adorable accessories, and charming figures, making every corner come to life.
• Squishmallows & Plush: All the cuddly creations and line extensions such as Flipamallows, Squish-a-longs, Micromallows, and other squishy wonders. The plush will include a wide array of options, designs, and signature characters from the tokidoki universe, and a commemorative 20th-anniversary Donutella plush!

Launched in 2005, tokidoki is a globally recognized lifestyle brand known for its vibrant and playful aesthetic, born from the mind of Italian artist Simone Legno and his affinity for Japanese culture. The brand has captivated fans with a diverse range of original characters such as Unicorno, Moofia, and Donutella, becoming some of the world’s most highly sought-after collectibles. Due to its broad appeal within the fashion, entertainment, and lifestyle spaces, tokidoki has previously partnered with other major brands including Hello Kitty, Marvel, Karl Lagerfeld, and others. With tokidoki’s strong fanbase engagement, the brand brings a passionate global community and portfolio of beloved characters that seamlessly align with Jazwares’ commitment to delivering innovative and collectible-driven products.