“Tamagotchi L.i.f.e.” Website Launches

Posted November 21, 2012

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New Lifestyle Brand Inspired by Popular Tamagotchi® Property Provides Online “Hub” for Fashion, Food and Fun at www.tamagotchilife.com

“Hometown Heroes” Program Celebrates Caring Citizens and Original Webisodes Highlight Fascinating Trends and People

TOKYO and LOS ANGELES (November 21, 2012) – Bandai Co., Ltd., one of the world’s largest toy companies, today launched the first-ever Website for its new Tamagotchi L.i.f.e. (Love is Fun Everywhere) brand of lifestyle products, at www.tamagotchilife.com.

The hugely popular Tamagotchi® has sold over 78 million units in 54 countries and territories since the world’s first virtual digital pet was introduced in Japan in 1996 and in the U.S. one year later. It was this passionate original fan base, now a vibrant group of young adults, which inspired the evolution of Tamagotchi, the toy, into Tamagotchi L.i.f.e., a new line of lifestyle products that embodies the spirit and qualities of that original experience. Tamagotchi L.i.f.e. will reflect the attributes of those fans – positive, assured, intrepid, cooperative and empowering, while the Website will reflect 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 Website will offer visitors several activities in which to engage, with intuitive navigation made easy in its distinctive and colorful design layout. Among its features are a “Stories” section where fans can upload images of their original Tamagotchis and share fond memories of raising their virtual pets; a “Trends” section where you can connect with the latest on styles, food, pop culture and all things “cool”; and a T-L.i.f.e. Blog, where you’ll learn the latest developments of the new line of lifestyle products.

One of the site’s highlights will be a regularly updated series of Tamagotchi L.i.f.e. Webisodes, original-produced videos which will introduce visitors to a wide range of fascinating people, hip products and happening venues, all emblematic of that Tamagotchi spirit.

Another special element to kick off with the Website launch will be Tamagotchi L.i.f.e. Hometown Heroes program. This initiative will encourage visitors to nominate people in their communities who have selflessly committed time and effort to improve the quality of life for those in need. Every two months, Tamagotchi L.i.f.e. will recognize the nominee who receives the most votes with a $5000 donation to the charity of his/her choice, an inscribed T-L.i.f.e. Hometown Heroes Crystal Award, and a video on the T-L.i.f.e. Website highlighting the work they’ve performed, and the caring aspect at the heart of the Tamagotchi brand.

One of the most anticipated features of the site will certainly be a series of Tamagotchi L.i.f.e. Apps, through which fans will be able to experience the world of Tamagotchi. Now in active development, it’s expected that the first App will become available in Spring 2013.

And the interaction will continue for T-L.i.f.e. fans on other social media, as well, through quizzes, sweepstakes and chats on branded Facebook, Twitter, Pinterest and YouTube sites.

Bandai Co., Ltd. is collaborating with Sync Beatz Entertainment on the Tamagotchi L.i.f.e. Website as well as on the execution of a comprehensive marketing program for an extensive line of Tamagotchi L.i.f.e. products in the U.S.

“This is an exciting and important step in the evolution of the Tamagotchi brand,” said Naomi Tobita, Chief Tamagotchi Officer, Bandai Co., Ltd. “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.”

“In only a few short months, we have seen tremendous enthusiasm from the industry as well as from the public for the Tamagotchi L.i.f.e. brand,” said Naruo Uchida, CEO, Sync Beatz Entertainment. “We are grateful for the opportunity to contribute to the growth of this iconic property, and look forward to many more significant developments in bringing new T-L.i.f.e. products and experiences to fans across America.”

About Bandai Co., Ltd.
Dedicated to “Fostering Dreams and Delivering Inspiration to Customers Worldwide,” 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, Contents 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.

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