Lovehoney merges pop culture with pleasure sector for new Tokidoki range

Posted: September 30, 2016

Lovehoney is set to introduce pleasure products to a whole new sector once again, with the launch of its Tokidoki collection next month. The pop-culture brand – its name means ‘sometimes’ in Japanese – was created by Italian artist Simone Legno and his partners, serial entrepreneurs Pooneh Mohajer and Ivan Arnold and since launching in 2005, Tokidoki has amassed a cult-like following for its larger than life characters. Existing branded lifestyle products include apparel, handbags, cosmetics, accessories, and toys.

Lovehoney has reimagined some of its most popular products for the collection, which will feature never-before-seen designs created exclusively for the Tokidoki x Lovehoney collaboration. The result is a vibrant ‘kawaii’ (Japanese for ‘cute’) range emblazoned with the larger-than-life characters designed by Tokidoki’s creative director, Simone Legno.


“We are thrilled to be working with industry leader Lovehoney and to collaborate on such an innovative range that promotes the importance of sexual health and overall well-being,” said Tokidoki co-founder and CEO Pooneh Mohajer.

The Tokidoki x Lovehoney range features bullet, classic, clitoral and finger vibrators, as well as love rings, male strokers and the all-new Unicorn Wand Vibrator. Lovehoney describes this new collection as the most fashion-forward and colourful it has launched, and it expects it to prove particularly popular amongst the 18-30 age group.

Kate Hodgson-Egan, Lovehoney’s international sales manager for the UK and US, said: “The Tokidoki Pleasure Collection is like nothing else out there. The 18-30 market is key for us and we noticed there were high levels of interest in Japanese culture and Kawaii-inspired designs amongst this audience. This is the most design inspired range we’ve had to date. We used state-of-the-art techniques to print the bespoke designs onto silicone. The result is a range of powerful toys that look and feel incredible. My personal favourite is the Unicorn Wand Vibrator. It’s not every day you see a unicorn’s head on a sex toy – it really must be seen to be believed.”

The range launches at EroFame next week and will ship to retailers in early November. Visit Lovehoney on stand #7 at EroFame or for more information contact