Bandai and SuperAwesome have teamed launch a Tamagotchi microsite on PopGirl.tv audience.
The microsite went live last month and the supporting pre-roll campaign runs until December 1st.
Visitors to the microsite can take part in a range of activities and learn about some of the key Tamagotchi characters and how the Digital Friend device works.
The Tamagotchi characters come to life via the weekly Dream Town webisodes and fans can download posters and instructions, play games and enter three fantastic competitions to win lots of Tamagotchi prizes.
"We wanted to try something different this autumn to entertain our target audience for Tamagotchi and this superb microsite is the perfect solution," said Vicki Elmer, product manager at Bandai.
"Its attractive design is bound to appeal to young girls and there is plenty of content to keep them engaged. We hope it will illustrate just how much fun they can have with their Tamagotchi and encourage them to work hard at keeping their Tamagotchi character alive for as long as possible."
Lee Veitch, commercial director at SuperAwesome, added: "We have really enjoyed working with Bandai on the Tamagotchi microsite and loved being given our own Tamagotchis to look after at the office.
"The SuperAwesome team has been amazed by how much play value the Tamagotchi offers so it was important to provide an informative and fun site for PopGirl.tv. Early indications show that the campaign is performing strongly and we have very high levels of engagement from the PopGirl community. The competitions are proving incredibly popular with entry levels already at an impressive number."