The Japanese-inspired fashion brand that collaborated with Mattel on the tattooed Tokidoki Barbie in 2011 was Tokidoki.
Tokidoki Barbie translated the brand’s colorful pop-art aesthetic into a highly distinctive collector doll. The design included vivid graphics, dramatic styling, and body tattoos, making it notably different from the traditionally polished appearance of many Barbie releases.
The doll is sometimes confused with collaborations involving other Japanese or Japan-influenced brands. Tokidoki is the specific label associated with this 2011 Barbie partnership.
The release also became notable because the tattooed design generated discussion about Barbie’s changing image. It showed Mattel using fashion collaborations to reach collectors interested in streetwear, illustration, and contemporary pop culture.