Bandai supports the range with retail promotion, TV advertising and consumer press coverage

Bandai launches Tamagotchi Friends with heavyweight campaign

Bandai’s latest version of the Tamagotchi has hatched onto the shelves of retailers across the country.

The revamped model, the Tamagotchi Digital Friend, incorporates short range communication technology, allowing children to ‘bump’ their Tamagotchi to send messages, exchange gifts and visit others for ‘play dates.’

Supporting the launch, the firm has delivered a range of egg shaped FSDUs into stores and retailers who have been running a pre-order facility with the firm and have expressed interest in the six new Tamagotchi designs.

In addition, a TV advert for Tamagotchi Friends will be aired for the first time on Boxing day to introduce kids to the ‘bump’ play pattern. The advert will direct fans to the Tamagotchi website.

The 1000 TVR campaign will run throughout spring, and Bandai will support this with consumer press activity as well as social media awareness.

Media interest in the return of Tamagotchi has seen the new version receive coverage in the Daily Telegraph, Daily Mail and the Mirror.

Tamagoch Friends has also been recognised on The Good Toy Guide where it was applauded for "encouraging emotional development such as caring and nurturing."

Vicki Elmer, product manger at Bandai, said: "The response we have had to the return of Tamagotchi has been amazing.

"We have worked really hard on our launch campaign and are also putting the finishing touches to some exciting PR activity for the New Year, so keep watching this space.

"We’d like to thank our customers for their support in recent weeks in helping us promote Tamagotchi Friends via in-store point of sale, website banners, window displays and social media and we look forward to building on these rewarding partnerships throughout 2014." 

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