Bandai signs Sync for Tamagotchi's US return

Apparel, gifts, beauty and publishing lines to launch, branded Tamagotchi L.i.f.e.
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Bandai has named LA-based Sync Beatz Entertainment as the exclusive US licensing agent and brand manager for the Tamagotchi property, which has sold over 78 million units in 54 countries and territories since the world’s first virtual digital pet first was introduced 15 years ago.

A new collection of lifestyle products, branded Tamagotchi L.i.f.e. (Love is Fun Everywhere), will be unveiled at next month’s Licensing International Expo in Las Vegas.

Sync Beatz Entertainment is planning on launching Tamagotchi L.i.f.e. products in key categories including apparel, domestics, furnishings, gifts and novelties, health and beauty and publishing in the US.

Among the key drivers supporting the brand launch will be a range of digital media, including apps and webisodes, providing a whole new level of interactivity and social media connection for Tamagotchi fans all over the world. The agency is reviewing several prospective apps including role-playing, strategy puzzle and other genres of casual games based on the characters of the original Tamagotchi property.

It is also looking at multiple genres for its Webisodes, including live action and animation, which will provide a unique focus on fashion, lifestyle and cultural trends relevant to consumers.

“This is the right time to expand the Tamagotchi personality and experience into the daily lifestyle of the original fan base,” said Naomi Tobita, Chief Tamagotchi Officer, Bandai. “From its emotional nurturing to its distinctive design, we’re confident that these engaging products will provide consumers a contemporary take on a much loved brand with the style and attitude they remember so fondly.”

“We are honored to be entrusted with this admired global property, and are tremendously enthusiastic to unveil our licensing and marketing plans to add another chapter of success to the Tamagotchi legacy,” said Naruo Uchida, CEO, Sync Beatz Entertainment.

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