Bandai and Sync Beatz Entertainment have signed the first licensee for the Tamagotchi L.i.f.e property – LA-based apparel specialist Mighty Fine.
The firm will create a complete fashion apparel range for juniors and women – including activewear, t-shirts, bodysuits, dresses, fleeces, pants, shorts and skirts. The line will feature a contemporary take on the characters and design elements of the Tamagotchi brand.
The deal was brokered by Evolution USA, which is Sync Beatz Entertainment’s retail development and licensing partner for Tamagotchi L.i.f.e in the US.
"When we saw the millions of kids who grew up with Tamagotchi and still love the brand today, and our success producing inventive women’s fashion, we recognised this as a great opportunity," said Patty Timsawat, COO at Mighty Fine. "We also appreciated Bandai’s marketing acumen to expand ‘outside the Tamagotchi shell’ and allow their original fan base to experience the brand as young adults."
Naomi Tobita, chief Tamagotchi officer at Bandai, added: "We are delighted to partner with an organisation as respected in its category as Mighty Fine. We look forward to working together to help them produce distinctive and popular fashion apparel for many years to come."