October 6, 2011

tokidoki® Unveils tokidoki® Barbie® Doll and the Limited Edition Collection of Girls and Women's Apparel and Accessories

tokidoki Barbie Doll

World-Renowned tokidoki® Designer Simone Legno Celebrates the Launch of tokidoki Barbie doll at the tokidoki Santa Monica Store on Saturday, October 8th

Los Angeles, CA (October 6, 2011) — tokidoki®, iconic Los Angeles-based lifestyle brand, has partnered with fashion icon; Barbie for the first time to release ‘tokidoki® Barbie’ to the world along with a collection of tokidoki® Barbie apparel and accessories, set to hit stores this month.

Wearing a hot pink mini skirt, leopard leggings, sparkly silvery stilettos and her fave signature tokidoki® tee, branded tote and perfect acrylic bangles, Barbie® strolls fashion-forward streets with Bastardino, the tokidoki cactus dog by her side. Retailing for a suggested retail price of $50.00, tokidoki ®Barbie® will hit stores on October 8th and can also be purchased at www.barbiecollector.com and www.tokidoki.it.

The apparel and accessories collection includes tees, hoodies, totes, hats, jewelry and a limited edition skateboard deck ranging from approximately $30.00 - $250.00 and will be available in-stores and online as well.

“I was happy to design something so very tokidoki® for the Mattel customer and still stay true to who we are, crossing that branded bridge.” states designer Legno.

Celebrating its official debut, tokidoki® will host an in-store event at Santa Monica Place, Calif. on Saturday, October 8th from 12PM – 3PM. Designer Simone Legno will be on hand signing autographs. Tokidoki® Santa Monica is located at 395 Santa Monica Place, #248 Santa Monica, 90401.



About tokidoki®
tokidoki, which translates as “sometimes” in Japanese, is the vision of artist Simone Legno and serial entrepreneurs Pooneh Mohajer and Ivan Arnold.  Legno, a young designer from Rome, had been sketching and creating since he was a child thanks to the influence of his mother, who is also an artist.

Since debuting in 2005, tokidoki has amassed a cult-like following for its larger-than-life characters and emerged as one of the most sought-after global lifestyle brands. This innovative Company has become known not only for its eye-popping design and collectible characters but also for its megawatt partnerships with the likes of established brands such as LeSportsac, Hello Kitty, Sephora, Karl Lagerfeld, Onitsuka Tiger, Marvel and many others.  tokidoki is sold in its own retail stores located in Milan, Los Angeles and Santa Monica, CA. For more information, please visit www.tokidoki.it.

About Mattel
Mattel, Inc. (NASDAQ:MAT - News) (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2011, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the fourth year in a row, and also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play."

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