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TMCNet:  Bandai Co., Ltd. Launches Tamagotchi L.i.f.e. App

[February 14, 2013]

Bandai Co., Ltd. Launches Tamagotchi L.i.f.e. App

TOKYO & LOS ANGELES --(Business Wire)--

On this universal celebratory day of love, Bandai Co., Ltd. and its North American marketing representative Sync Beatz Entertainment are giving a special gift to Tamagotchi fans - the first-ever App based on the beloved property.

Tamagotchi L.i.f.e. App "TOY" mode (Photo: Business Wire)

Tamagotchi L.i.f.e. App "TOY" mode (Photo: Business Wire)

The free App, developed by Tokyo-based Namco Bandai Games Inc., provides the toy's classic game play in a contemporary format through its new Tamagotchi L.i.f.e. (Love Is Fun Everywhere) lifestyle brand. Beginning today, the App can be downloaded for Android devices throughout the U.S. and Canada and, very soon, will be available on the iOS platform for the iPhone (News - Alert) and iPad.

The Tamagotchi L.i.f.e. App, downloadable at (www.tamagotchilife.com), is an authentic recreation of the classic Tamagotchi that captured the imagination of young fans across America when it launched in 1997. The App marks the latest offering from Tamagotchi L.i.f.e., a new line of lifestyle products that embodies the spirit and qualities of that original experience and the attributes of its original fans, now active young adults. The Tamagotchi L.i.f.e. Website reflects the traits of the original game play - caring, nurturing, interactive, informational and fun - all with a contemporary cultural spin and a fashion-forward, trendsetting focus.

The App offers players three distinctive Tamagotchi experiences to enjoy. The "TOY" mode replicates the 16-bit black and white character pixels and all the familiar behavior and parenting tools of the original. The "APP" mode presents an updated version with the look, spirit and playability of the classic Tamagotchi game but adds color, higher resolution and allows fans to collect the growing virtual pets with the help of an illustrated guide that's included. The more Tamagotchis a player collects, the more of the many different Tamagotchi "shells" - the egg-shaped design which houses the virtual pets - and specially designed wallpaper s/he will receive.

And theres a third game for fans to play with their pet - a "Rock, Paper, Scissors" mini-game - in which owners will quickly learn that the more their pets win, the happier they'll become.


Several additional new elements will also be featured in this new edition. The Tamagotchi L.i.f.e. App seamlessly enables owners to link with Facebook (News - Alert) friends to share their pet-raising experience. It also incorporates music into the game - during the opening sequence and at times the user is caring for his/her Tamagotchi.

With the Tamagotchi L.i.f.e. Website and its Facebook, YouTube, Twitter (News - Alert) and Pinterest pages having launched in early November, the Tamagotchi L.i.f.e. brand is resonating strongly with fans of the popular toy, which has sold over 79 million units in 54 countries and territories during the past 16 years. Just 100 days since the brand's launch, three Tamagotchi-branded Facebook pages featuring the new lifestyle property have amassed over 130,000 Facebook "likes." Links to those pages follow: http://bit.ly/TamaFB; http://bit.ly/TamaReSetting; http://bit.ly/GotchiFacebook.

The App is the latest element of the multi-faceted Tamagotchi L.i.f.e. brand initiative, which began with its Website launch in November, the kickoff of an original series of T-L.i.f.e. Webisodes, and the establishment of the "Hometown Heroes" program, where fans can nominate someone making a measurable difference in their community, and the winner of each two-month voting period is awarded a $5000 charitable contribution.

"The mission of Tamagotchi L.i.f.e. is to provide consumers with a contemporary take on the much loved brand from their youth and this App does that perfectly," said Naomi Tobita, Chief Tamagotchi Officer, Bandai Co., Ltd. "The fun and engaging game play of this newest media format will enable U.S. and Canadian consumers to rediscover that love they first felt when the toy was introduced in 1997, so it's appropriate that we celebrate Tamagotchi's Sweet 16th birthday on Valentine's Day. We look forward to introducing a wide range of Tamagotchi L.i.f.e. products which will provide additional ways for fans to experience the brand in the months ahead."

"Tamagotchi was an icon of Generation Y in the 1990s and we couldn't be happier to put it back in the hands of fans through this free App," said Naruo Uchida, CEO of Sync Beatz Entertainment. "We're confident that this will evoke memories of the original and reinforce its core values of love and nurturing as qualities at the heart of the new Tamagotchi L.i.f.e. brand."

About Bandai Co., Ltd.

Dedicated to "Fostering Dreams and Delivering Inspiration," Bandai Co., Ltd., one of the world's largest toy companies, manufactures engaging toys that captivate the imagination and provide endless fun and entertainment through some of the most popular brands in children's toys and interactive entertainment today. Bandai Co., Ltd. is part of NAMCO BANDAI Holdings, Inc., whose global interests encompass three strategic business units: Toys and Hobby, Content and Amusement Facility. The Toys and Hobby unit's product lineup includes toys, candy toys, cards, vending machine capsule products (Gashapon), plastic models, apparel, lifestyle goods and other products. The company's mid-term strategy focuses on "Globalization" through the nucleus of its business - the Character Merchandising business model.

About Sync Beatz Entertainment

Representing such respected consumer product organizations as Bandai Co., Ltd. ("Tamagotchi") and Banpresto ("Kapi-Bara-San"), Sync Beatz Entertainment is a full service marketing organization that creates strategic growth for IP owners by employing traditional and digital media along with consumer product expertise to introduce branded products to the United States marketplace.

Bandai logo: ® and © 2013 Bandai. Tamagotchi: ©Bandai, WiZ. The toy concept and products of Tamagotchi are developed by Bandai Co., Ltd. and WiZ Co., Ltd. jointly.


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