The Namco Bandai game, Tamagotchi Party On! has just been released via Atari and features a variety of interactive mini-games which are played using the Wii console's revolutionary control system, with up to three gamers able to play against each other.
Atari is backing Tamagotchi Party On! with a heavyweight marketing campaign to support retailers. This will include a TV campaign across terrestrial and satellite channels, a national radio promotion delivering over 20 million 'opportunities to hear', a girls' lifestyle press ad schedule, plus PR across tv, print and online.
Since 1996, more than 65 million Tamagotchis have been sold worldwide, with over 4.5m in the UK and Ireland alone. The latest incarnation, Tamagotchi Connexion Jinsei, was launched in January and allows users to school their virtual pets.
Meanwhile, to further celebrate the tenth anniversary of the original virtual pet, Bandai has produced a limited number of Golden Tamagotchis, which will be available through a number of promotional events.