Primark, Boots, Topshop, ASOS among those that have backed lifestyle brand.
Retailers and licensees are getting behind quirky character-led lifestyle brand tokidoki, with strong sales being seen across the apparel, gifting and stationery categories.
Recent licensees to come on board with the brand include BCI, Smith & Brooks, Fashion UK, Roy Lowe & Sons, Spearmark and International Greetings.
In terms of retail, the brand launched last year with Boots in seasonal gifting through SLG on cosmetics, plus at Topshop on nightwear and underwear.
Stationery through Blueprint also launched in Primark, while apparel has just arrived in the retailer for both ladies (BCI) and older girls (Smith & Brooks). Primark was so impressed with the lines that it has already repeat ordered with these suppliers.
Indeed, the Latte pencil case was the biggest selling pencil case in Primark ever, according to UK agent We Are Bloom. In addition, three tokidoki posts on the retailer’s Instagram page have garnered over 160,000 likes.
This success is now being followed up with confirmed orders on hosiery (Roy Lowe), footwear (Fashion UK) and greeting cards and wrap (IG).
A BCI line is also launching with ASOS this month.
