US: Bandai hires licensing agent

Firm signs up Sync Beatz for the Tamagotchi brand.
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Tamagotchi has sold over 78 million units in 54 countries and territories since the virtual digital pet first was introduced 15 years ago.

A new collection of lifestyle products inspired by the toy, branded Tamagotchi L.i.f.e. (Love is Fun Everywhere), will be unveiled at next month’s Licensing International Expo 2012 in Las Vegas.

Sync Beatz Entertainment will implementing a comprehensive marketing program for an extensive line of Tamagotchi L.i.f.e. products in key categories including apparel, domestics, furnishings, gifts & novelties, health & beauty and publishing in the US.

Among the key drivers supporting the brand launch will be a range of digital media, including apps and webisodes, providing interactivity and social media connection.

The agency is reviewing several prospective apps including role-playing, strategy puzzle and other genres of casual games. It is also looking at multiple genres for its Webisodes, including live action and animation, which will provide a unique focus on fashion, lifestyle and cultural trends.

By the time Bandai released the wave of compelling creature-raising interplay in the U.S. the following year, Tamagotchi became the must-have product for millions of young fans who took on the care and feeding of these living entities.

“This is the right time to expand the Tamagotchi personality and experience into the daily lifestyle of the original fan base,” said Naomi Tobita, Chief Tamagotchi Officer, Bandai.

"From its emotional nurturing to its distinctive design, we’re confident that these engaging products will provide consumers a contemporary take on a much loved brand with the style and attitude they remember so fondly."

"We are honored to be entrusted with this admired global property, and are tremendously enthusiastic to unveil our licensing and marketing plans to add another chapter of success to the Tamagotchi legacy," said Naruo Uchida, CEO, Sync Beatz Entertainment.

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