Bandai gives Tamagotchi a new lease of 'L.i.f.e.'

'Fashionable, fun and fabulous' fan website launched ahead of Spring 2013 smartphone app.
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Bandai has unveiled a new brand identity for Tamagotchi - Tamagotchi L.i.f.e. (stands for 'Love is Fun Everywhere', in case you were wondering...).

Once a huge craze, the popular electronic pet is set to transition to iPhone and Android devices in spring 2013 and the new community-focused site will act as a hub for all things Tamagotchi.

Fans will be kept up to date on forthcoming lifestyle products that promise to embody the spirit of the original Tamagotchi experience. There will also be Tamagotchi themed activities and goodies - including video webisodes, the first of which you can see below. 

“This is an exciting and important step in the evolution of the Tamagotchi brand,” said Naomi Tobita, chief Tamagotchi officer, Bandai.

“We’re delighted to provide the young adults of today with an updated presentation of the brand they loved as children in a fashionable, fun and fabulous new way to experience Tamagotchi.”

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