West Adams-based Tokidoki, which made a splash in 2005 with a set of anime-like characters, embarked on its 20th anniversary with a step into uncharted territory.
With its partner Atomic Cartoons, the company introduced its first animated cartoon, “Mermicorno: Starfall,” which made its debut on the HBO’s Max streaming service in January.
Tokidoki, however, has a long history of collaborating with a range of brands, which includes making T-shirts, accessories and toys with Marvel, Major League Baseball, Hello Kitty and the French beauty company Sephora.
The Business Journal talked with Pooneh Mohajer, co-founder and chief executive, about her unique company and its rise.
What is Tokidoki?
When I talk about Tokidoki, I talk about it as an iconic, evergreen lifestyle, art-based brand. You can put our art on different collectibles such as vinyl collectibles, apparel, shoes, jewelry, cosmetics, wine and even slot machines. The product opportunities are endless. We not only license products, (but) we manufacture products. We love to collaborate with other brands. It’s fun to bring something fresh and new to life.
How did Tokidoki get its first big deal?
It was 2005. LeSportsac was planning to go to market with a collectible dangling from their bag collection. And we showed up in the ninth hour and said, ‘We want Tokidoki and (my co-founder) Simone Legno to create the (bag’s) print.’ It was only supposed to be one season. It did so well. It morphed into 11 seasons and more. We still continue to collaborate with them, celebrating certain milestones between our companies.
(Our first) collaboration put us on the map overnight. They ran a massive ad campaign. After that, everyone came to us. Marvel came to us. The opportunity with Barbie came to us. We are so blessed and lucky. We are super grateful for the recognition we get.
How and why did Tokidoki stay in business for 20 years?
Simone and I have stayed true to our vision since day one. We were very concerned with blowing up the brand overnight. We were intentional about growing it organically and not becoming a trend per se but having longevity. Since the brand’s beginning, our fans identify with different Tokidoki characters and connect with them and the art emotionally. The brand brings joy and a sense of hope and possibility to people’s lives. We have also been blessed with an incredible team who supports us in all our endeavors.
What are the hurdles you’ve faced in building your business?
We continue to have hurdles. The entrepreneur’s journey is never ending hurdles. I’m grateful we are here after 20 years. The vision, the mission and the dream for Tokidoki has not changed since I met Simone. After 20 years, we’re still hustling. That never really stops. Even for large companies. None of this is easy. In 2008, there was economic turmoil. Many of the businesses which we worked with no longer exist. We’re still standing. I’m super grateful. The tariffs are also affecting us – we’re pushing through. I’m hopeful for the future – that there is resolution and we can continue on our path.
What have you enjoyed most about being a business owner?
What I enjoy most is the challenge of it all. It never gets boring. I love that part of it. I’m a problem solver. I love innovation. I love product development. I love the interaction with other entrepreneurs – I also get inspiration from other entrepreneurs. I love being in business.
Did you have any mentors, and how did they help you?
No specific mentors. I’ve been a part of the group Entrepreneurs’ Organization since 1996. The people in the organization are collective mentors and mentees. I learn from them. I hope they learn from me. (I recommend to) foster your networks, learn from each other. Those networks are important for your future success and your support system, professionally and personally. My mother and my father are role models in terms of hard work, passion for what you are doing and curiosity, all those things that drive people to open a business. They immigrated to the United States in the early 1960s. They worked hard their entire lives. My father, Dr. Reza Mohajer, has practiced medicine for many decades. He pioneered innovative surgical procedures during his career. He taught at Los Angeles County Harbor-UCLA Medical Center for 20 plus years and was awarded The Ellis Island Medal of Honor in 2022. He’s a medical device inventor. He holds 21 patents. At 91, he still works on his most recent patent.
Is there anything you’d do differently?
Not be so hard on myself as a business owner. Cut myself some slack. Possibly not worry as much as I have through the years. I have the confidence now to know that I’ll figure it out.
