In the international licensing scene, the partnership between IGT Cool Things and Tokidoki serves as a strong example of how creativity, vision, and manufacturing expertise come together to create a successful global product ecosystem.
Founded in San Marino, IGT Cool Things has become a major player in pocket money toys and collectibles, with a strong presence in both vending and mainstream retail channels.
A Meeting That Made the Difference
The collaboration with Tokidoki and its Italian founder, artist Simone Legno, marked a pivotal moment for the company. IGT Cool Things immediately recognized in Legno a distinctive creative voice — one sharing the same cultural roots yet driven by a global outlook. Having grown up in Italy, Legno built Tokidoki into a phenomenon with strong resonance in the United States, where the brand found its fullest expression.
From Vending Capsule to Retail: A Complete Ecosystem
A key strength of this collaboration is the ability to develop Tokidoki collections across multiple market tiers — from quick-rotation capsule vending machines to dedicated retail lines featuring figurines, accessories, and ICM (Impulse Collectible Merchandise). This multi-channel strategy has expanded the audience and increased licensing value far beyond traditional category boundaries.
Design as the Core Driver: The Kidult Phenomenon
At the core of this success is design. Tokidoki creations are more than just toys — they are modern design objects: vibrant, iconic, and instantly recognizable. Their aesthetic combines Asian and manga influences with global pop culture and Italian graphic sensibility, perfectly capturing the kidult trend — adult consumers with a strong tendency to collect emotionally meaningful items. The result is appeal across generations, reaching children, teens, and adults.
Special Projects
Among its notable initiatives, IGT Cool Things created enamel pins for Tokidoki featuring the official mascot of San Marino, showcased at Expo — a project connecting territorial identity, creativity, and international licensing.
A Partnership Built for the Long Term
The partnership between IGT Cool Things and Tokidoki shows that licensing, when supported by strong design and solid production capabilities, can develop into a fully integrated business ecosystem that creates consistent value across different channels and markets worldwide.
Come to visit IGT-Cool Things and their novelties at the Bologna Licensing Trade Fair/Kids, at the Licensing Business Lounge.
