China Toy Fair


Tamagotchi Celebrates 17 Years with New Tamagotchi Friends

TamagotchiFriendslogoBandai is set to relaunch Tamagotchi under the brand Tamagotchi Friends, supported by new devices, technology, and an immersive portfolio of interactive lifestyle products. Tamagotchi Friends will launch with animated webisodes debuting globally on November 23 to coincide with Tamagotchi’s 17th birthday, and supported by a phased rollout of a new website.

Since its debut, Tamagotchi has sold more than 79 million units in 44 versions worldwide, and remains the No. 1 character brand for girls ages 7 to 9 in Japan, as well as a top nostalgic brand in the U.S. The Tamagotchi Friends brand will include physical products, including Digital Friends, apparel, and apps; as well as a virtual world on social media at tamagotchifriends.com, where global visitors can connect to the characters and get to know them.

Bandai will introduce the Tamagotchi Friends portfolio of Digital Friends and other toys globally, with product reaching European retailers beginning in late December, followed by the U.S. market next fall.

Bandai Launches Tamagotchi L.i.f.e. App

Bandai Co. Ltd. and its North American marketing representative Sync Beatz Entertainment are giving a special gift to Tamagotchi fans: the first-ever app based on the property.

The free App, developed by Tokyo-based Namco Bandai Games Inc., provides the toy’s classic game play in a contemporary format through its new Tamagotchi L.i.f.e. (Love Is Fun Everywhere) lifestyle brand. The app can be downloaded for Android devices throughout the U.S. and Canada and will be available on the iOS platform for the iPhone and iPad.

The Tamagotchi L.i.f.e. app, downloadable at (www.tamagotchilife.com), is an authentic recreation of the classic Tamagotchi that captured the imagination of young fans across America when it launched in 1997.

Just 100 days since the brand’s launch, three Tamagotchi-branded Facebook pages featuring the new lifestyle property have amassed more than 130,000 Facebook “likes.”  Links to those pages follow: http://bit.ly/TamaFBhttp://bit.ly/TamaReSettinghttp://bit.ly/GotchiFacebook

The App is the latest element of the multi-faceted Tamagotchi L.i.f.e. brand initiative, which began with its website launch in November, the kickoff of an original series of T-L.i.f.e. webisodes, and the establishment of the “Hometown Heroes” program, where fans can nominate someone making a measurable difference in their community, and the winner of each two-month voting period is awarded a $5000 charitable contribution.

Bandai Introduces New Babysitting-Free Tamagotchis

Bandai America Incorporated has introduced a new generation of Tamagotchis, the virtual pets that allow kids to act like caregivers. The new TamaTown Tama-Go by Tamagotchi–available in dozens of Gotchi figures–is redesigned with a new high-contrast, four gray-scale display screen, a changeable design faceplate, and includes the new “pause” option that eliminates the need to babysit.

Also, caregivers can go online at www.tamatown.com to play games and nurture their Gotchi characters in simulated worlds, including Swirly Sweet City, Forest Falls, and Flower Hills Park.

To celebrate the release of TamaTown Tama-Go, Bandai has teamed up with select Toys “R” Us stores to demo the product on the first and second Saturdays in October (October 2 and October 9). Bandai is also sponsoring the “Oh My Gotchi!” Sweepsakes, giving entrants the chance to win a Swarovski-encrusted TamaTown Tama-Go toy and more. The contest runs through November 28. For more information, visit www.tamatown.com.