Spell Saab

I was first exposed to Tokidoki when I saw Maxx’s laptop wallpaper years ago. Then famous brand LeSportsac started making bags with the kawaii Japanese-inspired characters on it and everyone I knew wanted one!

tokidoki lesportsac tokidoki lesportsac 2Of course I thought the designs were cute but I never bothered to research about the artist behind the brand. I got an invite to the media launch of Tokidoki last Friday and I took the liberty of inviting my friends who were into the colorful brand as well. My sister Maxx is a huge fan of Tokidoki. We were surprised to find out that the creator was actually an Italian man! Cray cray!

Let me share some photos from the launch before I tell you anything more about Mr. Legno.

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We were also with our beshies Nyko and Lauren!

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Look at this huge display! That’s SANDy of the Cactus Friends collection!


SANDy and her friends zip themselves into cactus suits because they think the world is a cold and scary place, and they need some armor to face it.


There was a booth to display Tokidoki collectibles and to showcase its crazy partnerships with premium brands including living legend Karl Lagerfeld

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“I am very flattered that I became a tokidoki. I always loved them and I am very happy to be one of them” – Karl Lagerfeld

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Here is Simone Legno being interviewed by host Sanya Smith. He was so delightful and we all swooned over his Italian accent!


Legno visited Japan when he was 19 and fell in love with the place. He started a personal website where he put up his Japanese-inspired art and called it “tokidoki” which translates to “sometimes.”

“Everyone waits for moments that change one’s destiny by chance or by meeting a new person. Tokidoki is the hope, the hidden energy that everyone has inside, giving us the strength to face a new day and dream about something positive [and] that something magical will happen to us.” – Simone Legno

When the audience was prompted to ask questions I asked him how his own dreams came true and how his criminally cute characters landed on LeSportsac bags. Surprisingly, he said he just put a few things in a box and sent it to the company, expecting the box never to be opened but it was and he was contacted by the enterprise. That’s so much cooler than today’s usual case of needing to know somebody in order to get anywhere.

Simone Legno poses with SM Shopping Center Management Corporation vice president Steven Tan

Tokidoki-14A pop-up store was also available wherein all 100% of all products sold went to Typhoon Yolanda victims. How sweet!

Tokidoki-17 Tokidoki-18 Tokidoki-19He even designed a special shirt for the Philippines!

Tokidoki-26Photo ops! I couldn’t do this because Adios, the mascot, was freaking me out.

Tokidoki-21Super faney!

Tokidoki-22 Tokidoki-23Local artist (and Sanya Smith’s boyfriend haha) Archie “CHICHIMONSTER” Geotina was also there


Cecile Van Straten of Chuvaness.com got Legno to draw on her bag. Cute Karl!


And here I am with my namesake! Haha. Sort of. His Simone is pronounced sim-oh-ney while mine is simply sim-own :p


Thank you so much, Tokidoki, for the invitation! I really enjoyed!!:) If you weren’t able to catch his live art session yesterday, you can still take a photo with Adios the mascot every Saturday and Sunday of May and June, at 2pm and 5pm at The Block Atrium, SM City North EDSA. Then have your photos taken with larger-than-life Tokidoki Displays and see the rarest and most collectible Tokidoki products at the Collector’s Hall from April 25 to May 30!

April 29, 2014



  1. Reply


    April 28, 2014

    Love the shirt! Did Maxx buy one?

    • Reply


      April 28, 2014


  2. Reply

    Meryll Kae

    April 28, 2014

    I’m inlove with your dress! <3 You look so lovely, Saab! #NagagawaNgPagIbig

    • Reply


      May 14, 2014

      Thank you :”>

  3. Reply


    April 28, 2014

    your name is simone?

    • Reply


      May 14, 2014

      Maria Isabella Simone to be precise

  4. Reply


    April 28, 2014

    What Canon model does Maxx have?

  5. Reply


    April 28, 2014

    i love maxx’s midi skirt!!! where did she buy? :)

    • Reply


      May 14, 2014

      Probably Zara!

  6. Reply


    April 30, 2014


  7. Reply

    jun del Rosario

    May 18, 2014

    Hi Saab! Do they sell Tokidoki bags too? I want to give my wife another one for her birthday

    • Reply


      May 19, 2014

      Hi! Unfortunately it was only a pop up store and not a permanent store. I am not sure if it is still up until May 30.

  8. Reply


    May 23, 2014

    Nakapagpapicture lang ako dyan Ate Saab last May 04. Ganda!